SUPPORTING VICTORIES FOR AMERICA’S
VETERANS

RAISING SHARE OF VOICE BY INCREASING SHARE OF HEART


DAV is one of America’s leading Veterans Service Organizations. Every year it helps more than one million veterans and their families get the benefits and support they earned and deserve. However, most people weren’t aware of DAV and how it helps veterans of all generations. Our qualitative and quantitative research with veterans and the general public revealed powerful insights that drove the “Victories for Veterans” national awareness campaign.

PRACTICE AREAS
SERVICES
icon-strategic-planning Advertising
icon-strategic-planning Brand Development & Identity
icon-strategic-planning Video & Multimedia
icon-strategic-planning Digital Design & Development
icon-strategic-planning Content Marketing & Digital Engagement
icon-strategic-planning PR & Reputation Management
icon-strategic-planning PSA Campaigns
icon-strategic-planning Social Marketing & Behavior Change Programs
icon-strategic-planning Formative Research & Strategic Planning

honoring veterans’ sacrifices with TV PSAs

Our research showed the public wants to see proof of the impact DAV has 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.

telling stories of transformation with print PSAs

We captured the pride of veterans who overcame obstacles in very personal, evocative portraits.

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.

keeping DAV top of mind with out-of-home PSAs

Billboards, airport dioramas, and transit displays extended DAV’s messaging in markets nationwide.

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.

2016 integrated campaign results

The 2016 campaign exceeded every goal to build national awareness of DAV and engagement with target audiences.

$74,000,000

$74 million in donated PSA media, including major network support from CBS and ABC, and more than 3,500 free billboards and transit signs

250,000,000

The ABC partnership garnered more than 250 million impressions

670,000,000

Our PR program generated nearly 670 million impressions, including coverage in outlets such as TIME, The New York Times, and The Washington Post

1.4 million

DAV’s Facebook profile grew to more than 1.4 million Followers, reaching more than 9 million each month

104%

DAV’s Twitter followers increased by 104%, delivering more than 22 million impressions

14,000,000

In just 4 weeks, 7,000 Thank A Vet videos were created and shared on social media networks, creating 14 million impressions

Crosby Marketing
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