Y Guides
Make The Most of Father Time
The YMCA of the Triangle's Y Guides program focuses on strengthening the father-child relationship through one-on-one activities. It’s through these shared experiences that fathers and their children grow closer and form memories that last a lifetime.
yguides.ymcatriangle.org
GOAL
Help Y Guides connect with dads on a deeper emotional level by showing the value of intentional time with their kids—and inspire more families to make space for the kinds of shared experiences that become lifelong memories.
ANSWER
We created Make the Most of Father Time, a campaign built around the idea that childhood moves quickly, but the time you make together stays with you. Through original video and paid media, we brought that idea to life with the adventures, traditions and small moments that define Y Guides—from campfires and muddy trails to inside jokes and weekends away. The result was a campaign that positioned Y Guides not just as a program, but as a way for dads and kids to build a stronger connection one experience at a time.