Operation FINALLY HOME – 10th Anniversary Campaign

Operation FINALLY HOME is a national nonprofit that builds custom, mortgage-free homes for wounded, ill or injured American veterans and their families. For our “A Weight Off Their Shoulders” campaign celebrating the organization’s 10th anniversary, we partnered with Sword & Plough (a retail company that works with veterans to make bags out of military surplus materials) on special “give-back” backpacks to benefit Operation FINALLY HOME and used them as a hook for national publicity.

GS&F designed backpack collateral, website assets, social media campaign materials and a newsletter supporting the campaign, which kicked off on Veterans Day 2015.

The campaign produced more than 203 million impressions in 23 placements across print, online and broadcast outlets, including Fox & Friends, MSNBC, Southern Living magazine, key local media markets and more.

In the campaign’s first week, Operation FINALLY HOME’s Facebook and Twitter channels had nearly 88,000 impressions—a 67% increase over the week before. The organization sold all the backpacks in just four days and brought in direct donations to raise a total of approximately $175,000 for the organization. That’s the equivalent of two homes built for veterans. There was also a donation of $60,000 in home goods.

The campaign won four Parthenon Awards from the Public Relations Society of America, along with an award in the 2016 Bulldog Media Relations Awards.

Want more of the good stuff?

Sign up to receive our articles once every few weeks, all wrapped up in a neat little email.