The American Legion

We were given the task to increase the public’s knowledge of Veteran Service Officers and what they can offer from The American Legion. The primary target was veterans over the age of 40 and the secondary target was their direct family in Michigan.

Roles: Art Director, Creative Director, Project Manager, Media Planner

Campaign Goal: show vets that VSO’s are no different than them

The real campaign would feature real Veteran Service Officers and their own real information. We did not have a chance to visit them so these are stock images which were used throughout the campaign.

Newspapers:

In order to target the demographic requested, we decided to focus on traditional media; newspaper, TV and radio. The portrait ads would run year-round in three Michigan markets, Detroit, Lansing, and Grand Rapids.

Detroit Tigers:

Because of the American Legion’s love for baseball, we decided to sponsor the Tigers’ Armed Forces appreciation game where we would get a full page spread in the game program as well as banners in the outfield or behind home plate.