For many years, Metropolitan Group (MG) has closely collaborated with the Y-USA on projects including Activate America, Welcoming Hispanic Families, College Goal Sunday and YFACE.
When Y-USA was getting ready to launch Activate America across its vast network, it was critical to design and implement the launch in a way that recognized and respected the wide diversity of the network and that inspired the Ys to fully embrace and adopt the new approach represented by Activate America. Designed to redeﬁne the Y experience for health seekers of all ages, the initiative involved signiﬁcant changes in how the Y operates, how it engages and meets the needs of health seekers, and how it serves as a resource and leader in driving community changes to improve the health and well-being of health seekers of all ages.
MG developed the plan to roll out the initiative internally, including development of a strategic message frame and all supporting materials: training and technical assistance workbooks (“Not a Manual”) and other materials, a poster for distribution across the Y network describing the process of participating in Activate America, and a new video and discussion guide for use both in explaining the initiative internally and building support and engaging others in the community. Our process included direct engagement with a cross-section of Ys across the country, representing diversity in size, scope, capacity, location, demographic population served, etc. We also conducted focus groups with health seekers to inform the development of the external message framework. Over time, our work expanded to include articulation of an external message frame for health seekers and community partners, among others, as well as a three-year communication plan to support the initiative.