CLIENT
The Advertising Council
Priscilla Natkins, EVP, Director of Client Services, AdCouncil
Heidi Arthur, SVP, Group Campaign Director, AdCouncil
Deborah Leiter, VP, Campaign Director, AdCouncil
Tracy Della Torre, Campaign Manager, AdCouncil
Iraq & Afghanistan Veterans of America (IAVA)
AGENCY
David Lubars, Chief Creative Officer & Chairman, BBDO North America
Bill Bruce, Chief Creative Office & Chairman, BBDO New York
Don Schneider, EVP, Executive Creative Director
Peter Geary, EVP, Senior Account Director
Russell Messner, EVP, Senior Account Director
Daniel Horowitz, Account Manager
AOL
SUMMARY
Of the nearly 2 million veterans returning from Iraq and Afghanistan, almost 1/3 struggle with serious mental health issues, ranging from depression to PTSD. Although receiving early care is crucial to treatment, most veterans worry seeking help is a sign of weakness. Our challenge was to drive awareness and traffic to a new social network where veterans could unite and help each others' transitions home. In less than 1 year, we exceeded all goals in terms of donated media, site traffic and engagement among vets.
