The basic premise of this campaign was figuring out a fun and engaging way to get 18-24 year olds to care about fitness and donating towards the YMCA. Easier said than done.

At the time we were trying to develop this campaign, social media was swept over with the viral "neknominations." For those who don't remember, this basically sums up it up: 

We saw this as a perfect opportunity to capitalize on the popularity of 'neknominations' and but with a positive twist. We used the social nomination idea, but instead of doing something dangerous and...well...idiotic, you go to the YMCA, get fit, and nominate a friend to do the same, all the while helping to donate the the YMCA's Strong Kids charity.