The Heinz Endowments – Media
The Heinz Endowments
The Heinz Endowments wanted to fight rising unemployment among veterans.
A regional study revealed that military veterans were finding it more difficult than ever getting jobs that were commensurate with their skills and experience. The Heinz Endowments asked us to find out why and develop a campaign that made an impact.
We ordered a media blitz that caught people off guard.
We conducted research with local veterans and learned a startling insight: Veterans were uncomfortable with being “thanked” for their service. They considered it their duty to be in the military and wanted to be judged on the expertise they gained. Using this premise, we launched a 2-week teaser campaign over Memorial Day weekend that grabbed the attention of the public and the business community. Our multi-media initiative received extensive coverage in the Pittsburgh Post-Gazette and Pittsburgh Business Times. It also caught fire on social media, eliciting a call from The American Legion to “see this campaign go national.” Oorah!