There is a pressing need for a strong voice for young New Zealand women; from issues of safety and equality to self-esteem and opportunity. Following the success of the YWCA’s rebrand and the 18x18 project, the Y decided to create an annual programme celebrating Aotearoa’s young wāhine toa movement – The Y25. The initiative strives to bring together 25 of Aotearoa’s most driven young female changemakers under the age of 25, who are raising awareness, showing strength and progressing us towards a better New Zealand.
The launch of the Y25 provided another opportunity for Spruik to explore how the YWCA brand could be developed across a range of print and digital collateral. We needed to help drive the search for these inaugural female changemakers – whose notable positive impacts deserve to be celebrated, and for them to have the opportunity to participate in the Y25 Hui event.
The campaign culminated in the Y25 book, which shares and celebrates each wāhine and their ‘why’. The words, ideas and energy of the 25 changemakers, bound together in a book, demonstrates both in content and design how much the Y is changing. The book surpasses the need for an annual report, providing value as an enduring artefact, well-received and engaging for members, stakeholders and new contacts alike.