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YWCA Launches Brand Awareness Campaign

By NPT Staff - January 25, 2016

YWCA USA is on a mission to get the word out on its mission and the work it does across the country through a new brand awareness campaign launched today.

The campaign, “On A Mission,” features an updated organizational homepage including new fonts and visuals. YWCA USA’s 225 associations will aid in better highlighting the 158-year-old organization’s work in helping two million women, girls and families annually in the United States with work focused on racial justice and empowering women. YWCA serves 25 million women and girls worldwide in 120 countries, according to a release.

“For over 150 years, YWCA has been at the forefront of the most critical social movements from voting rights and civil rights, to affordable housing and pay equity, to violence prevention and health care reform,” said YWCA USA CEO Dara Richardson-Heron, M.D. “However, despite the life-changing services, supports, and advocacy provided by YWCAs in local communities across the country, many people are not aware of our size, impact, and tremendous relevance in the lives of the millions of women, girls, and families we serve.”

The public is being invited to share how they’ve been positively impacted by the organization by sharing their stories on social media with the hashtag #OnAMission.

YWCA USA was ranked No. 24 in the 2015 NPT Top 100 with 2014 revenue of $776,067,171. The organization was ranked No. 27 and No. 25 in the 2014 and 2013 reports, respectively, with revenues of $653,160,898 in 2013 and $694,107,824 in 2012.

The campaign’s launch comes a little more than a month after the organization officially changed its corporate name to YWCA USA, Inc. It had been formerly known as Young Women’s Christian Association of the United States of America. Heron has said that the name change was an effort to be more reflective of the organization’s diverse nature and desire to engage people regardless of religious affiliation.

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