Project: Brochure

YMCA Fitness Industry Training (YMCAfit) are one of the UK's largest health and fitness training providers.

They wanted a brochure that targeted their market more directly. We undertook an extensive survey with past YMCA students to see if there is a 'typical YMCA student'. The research showed that 70% of those surveyed came from white colar working environments. 'Fed up' or 'bored' with their work, they wanted to follow their passion for exercise.

The campaign therefore concentrated on 'letting the real you shine through', 'be inspired and reach your true potential'. Included extensive photoshoots of 'real students' at work and exercising together with their inspirational quotes.

This campaign ran for over five years ...

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