‘Its fun to stay at the Y M C A’ …

is a song and dance we have heard and danced too numerous times throughout our lives. The song aside, The YMCA was my chosen non-profit organization that had undergone a rebrand in recent years. With the Y in mind, I was tasked with assessing the extent to which the YMCA had maintained its long-term purpose and brand focus, while also uncovering the methods that were employed to ensure its success or failure.

Using the Narrative Communication Ethics framework, which sees the good emerges through the action of a given story and the characters who live the practices of that narrative structure, I was able to uncover that the story that surrounds The Y aids in the manifestation of different goods that all share a commonality in finding a greater purpose in one’s life. (Arnett et al., 2018, p. 56). From the completion of the rebrand study, I was able to make the assertion through communication ethics that The Y interacts with that of the ground of self, the ground of others, and the ground of the historical moment.

Read the Memo here!