CASE STUDIES
A national issue took on a very local focus in Spring 2006 when the YMCA was victimized by the theft of a laptop computer that contained personal information about some 65,000 YMCA members. The Y immediately called D&S for help in strategizing how best to communicate this news to their members and to the media. The agency quickly laid out the pros and cons of various strategic directions, helped the Y decide on a course of action and then set to work drafting much of the requisite communication pieces. These included statements for the media, a question-and-answer document that was part of an internal YMCA briefing, and a letter communicating the news to members. We also coached the YMCA's CEO on how best to present information about the theft to the media and answer their questions.
Initial coverage of the issue was fair and accurate. While the YMCA has received hundred of calls from members with questions about the incident, the tone of those calls has been generally one of understanding. Members were pleased that the Y appears to be in control of the situation and could recommend action steps for them to take to protect their personal information.
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