The YMCA has been part of life in Newfoundland and Labrador since 1854. We are a charity dedicated to strengthening the foundations of communities. We do this by nurturing the potential of children, teens, and young adults; promoting healthy living; and fostering social responsibility. Our focus on inclusiveness and accessibility means we serve people of all ages, backgrounds, and abilities through all stages of life. Through YMCA financial assistance programs, the YMCA is accessible to all.

Our charity’s core programs of Health, Fitness, and Aquatics; Child Care and Day Camp; and Employment, Enterprise, and Newcomer Services are offered at more than 20 locations in our communities with an additional 170 points of delivery throughout the province.

The YMCA brand is our most powerful asset, and while it is highly recognized, many people still don’t understand the broad impact our charity has across Canada.

First developed by the YMCA of Greater Toronto, Shine On is not a campaign or an updated look. It’s an overarching brand platform that underpins everything we do.

With the launch of the new Shine On national brand platform, we have a consistent way of showing up, how we look as a Federation, how we talk about ourselves, and how we act—so more Canadians can more easily understand the value of the Y and engage with us.

With the help of the Y, we can all Shine. There is potential inside all of us. But obstacles can get in the way: fear, doubt, a lack of affordable housing, isolation, discrimination. The Y believes that everyone has the skills and ability to achieve. That every obstacle can be met with support, positivity and guidance. That every single person is worthy of the opportunity to shine. And when each of us shines, the collective strength of an entire community can be realized.