Canadians Create, Episode 16: Outpost379’s Inspiring Storytelling

​​​​​​​​StartWell, in partnership with Little Black Book (LBB) and the Institute of Canadian Agencies (ICA), has launched the sixteenth episode of its original podcast series, ‘Canadians Create’. Designed to bring to life the ICA’s ‘Brands Need More Canada’ manifesto, the series focuses on highlighting conversations with agencies and marketers, showcasing best-in-class examples of Canadian creative work in the process.

This week’s edition delves into the partnership between YMCA of Greater Toronto and Peterborough-based agency Outpost379, and how, over the past five years, the two have worked to showcase the breadth and scope of the organisation’s local offerings. As the largest YMCA in the world, with more than 500 locations across the GTA, serving more than 800,000 people a year, this has been a monumental task, which proved a fascinating point of exploration for podcast producer and host, Qasim Virjee.

Featuring Outpost379’s partner and executive creative director, Ben Steele, vice president, consumer and business strategy Katherine Barks, and YMCA of Greater Toronto’s senior vice president, marketing communications, Nora Gorman, this episode not only breaks down their flagship endeavour, the ‘Shine On’ platform, but more recently, the 'Greater Together' brand awareness campaign. From repositioning the YMCA, to the ways in which all of this fits into the agency’s belief in inspiring and empowering healthy living, there’s a great deal to discover, all of which you can check out below.