WASHINGTON — The YWCA launched a national TV advertising campaign in early February to reinforce the organization's mission of eliminating racism and empowering women.
The campaign, which targets 18- to 34-year-olds, airs on MTV, MTV2 and BET and through those stations' Web sites. Also, Viacom, a cross-platform sales and marketing group that has a partnership with the YWCA, will publish an eight-page magazine to be distributed locally and nationally.
The first advertisement, “Unspoken,” is a 30-second spot that depicts how racism occurs in everyday situations, from a man shunning another of a different race as they enter their identical apartments to a Native American child sitting alone as an outcast while other children play around him on a playground.
“Little Girls,” the second spot, uses harsh music lyrics as a metaphor for the underlying opinions and attitudes commonly accepted about women.
Last year the YWCA released a new logo and a renewed focus on the organization's mission.