Objective
Create a compelling omni-channel campaign to reach veterans in crisis and encourage them to take the first step and call 844-MyFLVet for help.
Truth
During their service, Veterans like a regimented life with every minute and detail planned out for them just like when they were living at home for the first 18 years of their life. Once in the service, they were told to be strong and push through ant pain to complete the mission at all costs.
"Pain is weakness leaving the body."
Conflict
Upon leaving the service, many veterans bewcome overwhelmed with daily life. From handling day-to-day decisions, to how to communicate with their loved ones, Veterans can feel a loss of identity and disconnectedness.
Question
"How can we convince veterans to call and connect with a community of fellow veterans who can guide them in finding hope and strength to live their life with purpose?"
Campaign Concepts
Concept 1: See A Better Future
A bright future can be hard to see after leaving the service. We can help you see hope, happiness, and a life of purpose.
Concept 2 (Selected): Call Me
Connectivity is key to success after leaving the service. Veterans are proud. They're more likely to want to talk with someone who 'gets it.' We've been there and are standing by, ready to help.
Final Revised Concept
All of the people in this campaign are actual military Veterans. Some of them are Veterans who actually work at the support center and pick up the phone when their brothers and sisters in arms call. I, also a military veteran, make an appearance in the video at the bottom of this page.
CAMPAIGN GAINED:
82M OVERALL IMPRESSIONS
CAMPAIGN DELIVERED:
300% RETURN ON INVESTMENT
Click image above to view 45 second commercial