sharing how DAV supports veterans with radio PSAs
In the veterans’ own words, our radio PSAs communicate the strength of those who have overcome challenges after their service.
SUPPORTING
MORE VICTORIES
FOR AMERICA’S
VETERANS
FINDING POWER IN STORIES OF LIVES MADE BETTER
Every year, DAV helps more than one million veterans and their families get the benefits and support they earned. With the help DAV provides, America’s veterans can overcome obstacles and live more fulfilling lives. Our national awareness campaign showcases powerful stories of real veterans who found their personal victories with help from DAV, while asking the public to “support more Victories for Veterans.”
honoring real victories in TV PSAs
Our research showed the public wants to see proof of DAV’s impact on the lives of veterans. The integrated “Victories for Veterans” public awareness campaign connects the public to DAV through the stories of veterans who have been helped by DAV in life-changing ways.
capturing stories of transformation in print PSAs
Evocative portraits capture veterans’ pride in their service and their pride in the victory of overcoming life’s obstacles.
keeping DAV top of mind with out-of-home PSAs
Billboards, airport dioramas, and transit displays extend DAV’s messaging in markets nationwide, even in Times Square.
building a strong community through social engagement
A series of social media videos take a heartfelt look at the struggles many veterans face. And showcases the kind of support they can find through DAV.
driving traffic with engaging digital
Behaviorally targeted online and mobile efforts increase awareness and drive traffic to a Victories for Veterans landing page on DAV.org. High-impact placements, video units, page takeovers, and native content inspires engagement.
partnering powerfully with ABC and History Channel
Partnerships with ABC properties Good Morning America, World News Tonight and Who Wants to be a Millionaire, and the History Channel’s American Pickers show helped tell DAV’s story in unique, compelling ways.
sharing the emotion of Veterans Day through user-generated content
To raise DAV’s profile around Veterans Day, we created a social media engagement app and campaign that allowed people to create and share personalized videos thanking the veterans in their lives.
amplifying the message with strategic PR
With satellite media tours, deskside briefings and targeted media outreach, we generated hundreds of stories and millions of impressions with high-visibility media coverage like this Today Show feature for DAV’s Winter Sports Clinic.
getting heard on Capitol Hill
We partnered with DAV’s D.C. legislative advocacy team to provide proactive and responsive strategic communications for wide-ranging projects: from 24/7 media relations support to Capitol Hill outreach to online grassroots mobilization.
advancing thought leadership through research
The DAV Veterans Pulse Survey is the most comprehensive survey ever of veterans of all generations. To announce the results, we arranged for an exclusive in The Wall Street Journal, followed by dozens of media placements and a 25-interview national radio media tour.
2017 integrated campaign results
The 2017 campaign exceeded every goal to build national awareness of DAV and engagement with target audiences.
$89,000,000
$89 million in donated PSA media, including major network support from CBS and ABC
314,000,000
The ABC partnership garnered more than 314 million impressions
460,000,000
Our PR program generated nearly 460 million impressions, including coverage in outlets such as The Today Show, ESPN, The Washington Post, Chicago Tribune and Stars & Stripes.
116,000,000
DAV’s social media channels generated 116 million audience impressions and more than 7 million video views.
17,000,000
DAV’s Thank A Vet program created 17 million social media impressions during the Veterans Day timeframe.
5,000
More than 5,000 free billboards and transit signs
Annapolis: (410) 626-0805
Washington: (301) 951-9200
Fax: (410) 269-6547
Email: info@crosbymarketing.com