Cannes Lions

SERVICES FOR THE UNDERSERVED

JWT NEW YORK, New York / SERVICES FOR THE UNDERSERVED / 2012

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Overview

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Overview

Description

Most people know that the US armed forces have been at war abroad for over a decade. But few people are aware that these servicemen and women face their toughest battles when they get home - homelessness, joblessness, mental illness, suicide and a general lack of purpose. As thousands of troops return to US soil, the situation is only getting worse.So we created a mission with Services for the Underserved, a non-profit organisation that helps Veterans adjust to civilian life. The mission set out to create a sustainable program for them, a New York City Zoup franchise, the country’s first and only restaurant franchise 100% staffed and managed by US Veterans.In order to accomplish this, we needed to raise awareness and drive donations, which we did with a traditional campaign called ‘After the Parade.’

Execution

We wanted to raise funds to develop a New York City Zoup Franchise – the country’s first and only restaurant franchise 100% staffed and managed by US Veterans.So we launched an awareness campaign in November, around Veterans Day, comprised of Print, OOH, TV, Web Films, Radio and Social Media, in order to reach potential donors and corporate partners.Additionally, we created programs like a Veterans Service Fair to bring jobs to returning Vets and an original radio show focusing on their issues.Traditional media raised awareness and donations, by telling the stories of real Vets and the battles they face after the war.

Outcome

In just 2 months ‘After the Parade’ raised over $800,000 in funding support, to be put toward our program. Our efforts garnered media attention from Fast Company Magazine, ABC news affiliates, The Daily News and NY1, all of which helped us obtain top tier corporate partners.

Together, the funding support we received enabled us to create our veteran-run Zoup restaurant franchise. The first restaurant location will open this summer and begin by employing 30 Veterans on a full time basis. Better yet, every dollar earned at Zoup will go back into growing the franchise - providing hope, happiness and a self-perpetuating source of revenue for returning Vets.The Zoup franchise fulfilled our mission: to create a sustainable program that will help US Veterans long After The Parade.

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