YMCA Fill The Bus
industry
Charity Fundraiser
services
out-of-home & print media
year
2023-2025
Project Summary
Fill The Bus is an annual fundraiser for the YMCA, helping send kids to camp. In 2023, I oversaw a total overhaul of the campaign's graphic assets, expanding the campaign to new media and creating more opportunities for engagement and visibility.
Strategy
Large cartoon buses were printed and displayed in the entrances to YMCA branches, with campers added to the bus to visualize the children affected by the campaign. "Thermometer" boards were made to further show progress and motivate giving. Members who donate are invited to share a selfie with the bus frame, to drive engagement on social media. Back-of-bus ads were made for London Transit, as well as billboards and posters.
We didn't just fill one bus. We filled thirty-five.
Results
In 2025, the campaign raised $271,000 -- over 100,000 dollars more than in 2023, and over five times as much as in 2022. This amount subsidized 1,355 weeks of summer camp.
Online traffic spiked, with 116,000 social media impressions, 5,181 visits to campaign landing pages, and double the interactions with social media posts since last year. 55,312 emails were delivered to members of our mailing lists, an increase of 10% over last year.
