KEEPING
THE PROMISE
TO AMERICA’S
VETERANS

WE HELPED RAISE 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. Following a name change from Disabled American Veterans to DAV, the organization selected Crosby to create a national, integrated public awareness campaign to remind the nation that the promise must be kept to the men and women who served.

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

honoring veterans’ sacrifices with TV PSAs

Research shows most Americans believe it’s our collective responsibility to keep the nation’s promise to support veterans of all service eras. Our integrated “Keep The Promise” public service campaign connects the public to DAV by tapping into this emotional commitment.

putting a face to the promise with print PSAs

We turned the V of DAV into a powerful brand icon. Evocative portraits with real war photography remind readers of the sacrifices veterans made in harm’s way.

reaching veterans and family members with radio PSAs

Radio targeted two groups of veterans that are particularly important to DAV: service members transitioning out of the military and female veterans.

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

Billboards, airport dioramas, and transit displays extended DAV’s messaging in 44 markets.

partnering powerfully with History Channel

A partnership with History Channel and the American Pickers show helped tell DAV’s story to key veteran and veteran supporter audiences in a compelling way.

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.

thankavet_1280x720

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. We arranged for an exclusive in The Wall Street Journal, followed by dozens of media placements and a 25-interview national radio media tour.

integrated campaign results

$21,000,000

$21+ million of donated PSA media

2,300

Nearly 2,300 donated out-of-home postings nationwide

20,000,000

More than 20 million online video views

18%

New website users grew 18% from prior year

14,000,000

14 million social media impressions on Veterans Day

33%

33% increase in social engagement

Crosby Marketing
What can we
inspire for you?

Let’s make a difference together.

Contact Us