Repaying the debts of those we’re forever indebted to.
THE IDEA
Every Veterans Day, almost a hundred thousand people tweet, “Thank you for your service,” and while these words mean a lot, we couldn’t help but wonder — what if there was a way we could make them mean more? So we set out to turn the nation’s well-meaning words into more meaningful actions.
On Veteran’s Day, every time someone tweeted, “Thank you for your service,” Veterans United donated $25 on their behalf to pay off a Veteran’s mortgage. In the end, more than 90,000 tweets led to well over $2million being donated to help our nation pay off the home loans of 11 incredibly deserving veterans.
Case Study
CHANGING LIVES, LIVE
As the organic, unprompted tweets began paying off homes, we got to call 11 deserving veterans one by one to tell them the good news: that their houses were fully paid off. We shot, edited, finished, and released all 11 films on a rolling basis throughout Veterans Day.
Bill
Ryan
Brandie
Hank
Justen
Scott
Keena
PRESS
In the end, the campaign was covered nationwide by 266 news sources, featured on several primetime nightly news segments including NBC, MSNBC, and CNN, and garnered more than 300 million impressions.
CREDITS
Copywriter: Dana Buckhorn
CD: Mike Motch
CD: Austin Mankey
Client: Veterans United
Agency: Crispin Porter Bogusky
Role: Art Director