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.”

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 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.

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 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.

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

Crosby Marketing
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