Marketing Campaign
Medal of Honor Convention

The tangible recognition of valor.

Jack Howard Jacobs, a recipient of the Medal of Honor (MOH) for his actions in the Vietnam War, said, “Extraordinary events motivate ordinary people to do extraordinary things.”

Celebrations call for a memento. So, DS went to work on print materials and trade symbols, alongside digital, video and traditional media to honor MOH recipients and inspire the public in meaningful ways.

We conceived, launched and provided digital support for Give Thanks—a cause marketing online campaign inviting people to honor the MOH recipients. We designed the campaign to engender ongoing support for the Congressional MOH Society and the Congressional MOH Foundation. The Give Thanks landing page allowed visitors to express thanks and make a donation to Medal recipients for their service and sacrifice.

Print pieces included the Gala event invitation and dinner menu, the sponsor dinner menu, a pocket itinerary, the Memorial Service program, the Veterans Appreciation Lunch program and a logo for wine bottles.

We created ads to run in the Knoxville News Sentinel (KNS) to communicate the presence of the MOH Convention and heighten public awareness. To run in the KNS on the last day of the convention, we created a two-page-spread message from the recipients to the city of Knoxville, veterans, community and the sponsors, thanking them for the convention.

We designed banners for the street and for autograph sessions, as well as a thank-you composite banner for sponsor recognition, with designations for Hero, Patriot and Stars & Stripes sponsors. Digital billboards greeted guests and MOH recipients, and real-time social media messages welcomed and thanked the recipients for their service. Digital outdoor boards featured message to honorees in six other strategic locations by which the recipients would pass.

We developed digital and print materials for the MOH Society’s Character Development Program and helped launch an educator training program that became the model for other states that would host the convention.

We also designed a 60-page Gala program book with a die-cut cover that replicated the stars of the medal ribbon. The program featured heavy, high-gloss paper, rich images and an oversized format. Rich color ads from sponsors were carried in the program book, each expressing gratitude to the recipients for their service.

Let’s achieve great things together.

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We do more than pretty advertising, we help deliver brand moments of truth, experiences that inspire people to act.