Social marketing

Campaign: After the Parade

Client: Services for the UnderServed (SUS)

WPP Company: JWT New York

Many veterans can struggle to adjust to civilian life upon returning home and may experience post-traumatic stress disorder, depression, unemployment and homelessness; many commit suicide. Towns across the US celebrate their veterans with an annual parade, but the difficulties veterans face persist over time and if anything intensify after the spotlight on their return has faded. SUS, an organisation supporting individuals facing a wide variety of challenging life situations, wanted to raise awareness of its veterans initiative.

JWT New York created the After the Parade campaign to help bring the veterans issue to the forefront of public consciousness and increase donations to SUS. The campaign featured TV and radio spots, as well as a microsite. JWT also helped to customise a Facebook app that matched each click of support with $1 donated by corporate sponsors.

The campaign was featured in over 100 publications and in every major news outlet, website traffic more than doubled and 240 new volunteers joined the cause. The campaign also raised $4.3 million providing 225 veterans with housing, employment services and counselling.