YWCA Until Justice Just Is
YWCA USA:
Until Justice Just Is
An Inspired Approach to Eliminating Racism
The YWCA USA partnered with Plus Three for a full rebranding of their annual racial justice campaign, Until Justice Just Is (UJJI); the rollout of the Racial Justice Challenge (RJC), a month-long interactive curriculum run on a Mighty Network LMS; and the delivery of a suite of reliable services and high-caliber content. A culmination of years of effort for YWCA, UJJI is a unification of hundreds of affiliates and an aesthetic overhaul. It also represents an unprecedented investment in bilingual access, as well as full ADA compliance.
A World-Changing Institution
YWCA USA is on a mission to eliminate racism, empower women, stand up for social justice, help families, and strengthen communities. They are one of the oldest and largest women’s organizations in the nation, serving approximately two million women, girls, and their families.
At the forefront of the most pressing social movements for more than 160 years, YWCA USA has advocated for voting rights to civil rights, from affordable housing to pay equity, from violence prevention to health care reform. Today, they combine programming and advocacy to address racial justice and civil rights, empowerment and economic advancement of women and girls, and the health and safety of women and girls.
"Our UJJI campaign is intended to raise awareness of systemic racism and how each of us can take action to advance justice through our own personal education and commitment to social and gender justice. At YWCA, we believe that truly realizing our mission — to eliminate racism and empower women — means living up to it in our own internal practices, and we are so proud to partner with a minority and women-owned company to do this work. We are so pleased with the work Plus Three has produced for this campaign and we are grateful to them for using their expertise to work in lockstep with us to advance justice in the communities we serve.”
Margaret Mitchell, CEO, YWCA USA
Working With History To Create Something Provocative And New
Plus Three was tasked with a full rebranding of YWCA’s celebrated annual racial justice campaign. In an effort to create a more egalitarian brand, YWCA moved away from the ableist language of “Stand Against Racism” toward the more inclusive “Until Justice Just Is.” With that shift, YWCA required a full aesthetic refashioning, which included a comprehensive design overhaul and brand strategy.
Before
After
A Multifaceted Approach to Programming
UJJI brings awareness to systemic racism and acts as a roadmap for how individuals, communities, and corporations can take actionable steps to eliminate racism. The campaign offers learning libraries, equity training for workplaces, convenings of local activists and national leaders, and many other unique community-based approaches to advancing justice.
UJJI’s action component is the YWCA Racial Justice Challenge (RJC), a month-long program hosted by the Mighty Network LMS with a dedicated mobile app and website intended to create dedicated time and space to build more effective social justice habits. Plus Three seamlessly integrated and executed YWCA’s RJC content into the Mighty Network LMS, which included a full suite of unique graphics and a sophisticated configuration.
A collaborative approach to providing best-in-class work
In addition to the creation of all design elements, Plus Three supplied website development, written collateral and content management, strategic support, and the end-to-end production of the virtual event Advancing Justice: Ensuring Equity for All, set to air in April. We produced collateral for UJJI, including promotional materials, informational brochures, and more.
We led the charge in crafting an effective email campaign as well as a social media strategy featuring affiliated posts and graphics. UJJI also contains an unprecedented fully bilingual English/Spanish translation of all content and campaign toolkits, including all RJC curriculum, all hosted on their first ADA-compliant website.
Found in Translation
So many of YWCA USA’s beneficiaries speak Spanish—it stands to reason that UJJI and RJC should be fully bilingual. A first for the storied organization, the UJJI website and the entire RJC curriculum are presented in both English and Spanish. That’s talking the talk.