Imagining a world without the W. (The women.)

Exactly 140 years ago in a small London living room, the YWCA was founded by a group of women, united in their refusal to accept what was: no voting rights, no equal pay, no access to quality education. Today, the YWCA has grown into an international non-profit, driven by its mission to empower women and eliminate racism. And still, across the globe, some mistake it for a gym: the YMCA.

In honor of its anniversary, we helped the YWCA paint the town orange and generate awareness by eliminating the one thing that defines it: the women. Billboard by billboard, tote by tote, we drove home the message: without the women who make it great, Chicago simply doesn't work.