The YWCA suffers from low brand awareness even though they’re a thriving organization, thanks to their unique corporate partnership business model. To make their brand better known, VSA’s team designed an ad campaign that positioned YWCA like the business they are, not as a non-profit. Named “Without the ‘W,’” the campaign draws attention through wordplay by making the point that Chicago communities don’t work without women and the ‘W’ in their names. The campaign ran in very public places across Chicago, including on public transit, billboards and in major local publications. It even “took over” a Chicago Sky basketball game, and local media and industry press picked up the work, too, allowing the YWCA to better assert its distinct voice and mission.