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2022 Nonprofit & Corporate Citizenship Awards: Most Innovative Awareness Campaign

Call of Duty Endowment’s “Veterans Stand Ready” Campaign

The Call of Duty Endowment was founded in 2009, and since then, has become the world’s largest private funder of veteran employment. The Endowment has given more than $60 million to the cause and placed more than 90,000 veterans into high-quality jobs. In 2021, the Endowment placed more than 16,000 veterans into jobs, its highest number of placements in a single year – changing the lives of veterans and their families for the better across the United States and United Kingdom.

To address the issue of veteran employment, the Endowment team set out on a mission to address one piece of the veteran employment puzzle – veteran medics and hospital corpsmen. Despite the urgent need to fill healthcare worker vacancies to battle the pandemic, 50% of former medics and hospital corpsmen who want to work in the civilian healthcare profession cannot find jobs in the industry. The goal of the campaign was to raise awareness about this issue, highlight how veterans are uniquely qualified to serve within these roles, and drive policy change. To achieve these goals, the Endowment created a year-long campaign, with cornerstone beats in May, in honor of Military Appreciation Month, media interviews in July, around July 4th, and November, in honor of Veterans Day. The work culminated with the release of the white paper, “Veterans Stand Ready to Fill Critical Healthcare Vacancies.”

The strategy used was a three-prong approach: in-game activations, media interviews/storytelling, and release of white paper to reach each of the audiences on the platforms they consume each day. Through reaching our audiences where they reside, the Endowment endeavored to both educate the public on the issue of veteran employment and engage them in the Call of Duty Endowment’s work.

By focusing on one specific issue of veteran employment in its first-ever integrated marketing campaign, the Call of Duty Endowment campaign exceeded awareness goals while also driving real-world change.

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