The Heinz Endowments – Strategy

The Heinz Endowments

What our military veterans value most is a fair shot.
The Heinz Endowments wanted to develop a campaign to help veterans find employment that matched their skill sets. To understand the challenges that local veterans faced in the job market, we conducted a series of focus groups that yielded some unexpected insights. One that stood out above the rest was that veterans do not want to be “thanked” for their service. Instead, they want people to judge them on what they can do today, rather than on what they’ve done in the past. This research helped us craft a powerful multi-media campaign that was covered by major news outlets and sparked a call by The American Legion to take the campaign national.