We created an integrated campaign for the Wounded Warrior Project. Our campaign included 3 outdoor boards, 3 magazine ADs, 1 ambient and a social media campaign across 3 platforms.
The Big Idea
We really wanted to focus on the families and how they support our soldiers when they come home. Soldiers deal with all kinds of things when they come home such as PTSD, mental wounds as well as physical ones. Families are there to keep them together and help them not fall apart. They are the guardians of the silent fighter.
Ambient
We came up with two ambient ideas for this campaign. One of them being a digital board where you can move around the puzzle pieces and make a soldier whole again. You will be the guardian of the silent fighter. The other idea is to have a huge ribbon like statue where at one glance it looks like a ribbon but at another it will be a soldier's face. The headline will read, Keep them from unraveling. Inside this statue will be a digital machine with a soldier fading away. There will be trivia questions to answer such as how many soldiers suffer from PTSD? If you answer this correctly then a piece of the soldier comes back. You are again the guardian of the silent fighter.
Strategy Statement
For our client the Wounded Warrior Project, our main mission is to create overall awareness and to help raise money to support our veterans. Our target market is from a Nation's Backbone Segmentation. These veterans are strong mentally and physically, but their loved ones back home are fighting a battle in a different way.
For our advertising campaign, we want to continue to remind people about the blood, sweat and tears our veterans have put in over the years for our safety. We want to focus on that pride in our country, the protection that we have been allowed from their fighting and most importantly the effect that the war had on our soldiers mentally and physically. Through our research, we decided to go with the “Guardians of the Silent Fighter” strategy. With all that they have seen and been through, we cannot even begin to understand the things that they suffer from.
With this strategy, we hope to shine light on all of the wonderful things that the Wounded Warrior Project has, not just for the veterans, but for the families and any civilian that wants to help support their transition post war. We plan to do this by showing the strength and the determination of our veterans.
Positioning Statement
To the Silent Fighter, The Wounded Warrior Project is America's saving grace that gives our soldiers and their families support that will last a lifetime. Group Members: Sam Kagan, LaSheta Skinner and Sonya Patcharapinyopong
