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Greenlight a Vet
Shining a Light On Veterans
Greenlight A Vet, a mission-driven initiative asked Americans to show their support for vets by simply changing one external white light - a key trigger for PTSD, into a green beacon of support for all veterans across every neighborhood.
Agency: Saatchi & Saatchi, NYC
• CASE STUDY VIDEO •
To kick it off, we ran a :60 spot on Veteran’s Day during the World Series.
A website was launched to invite viewers to pledge their support at Greenlightavet.com
We created special bulbs, 100 of which were sent to influencers.
The simple act of changing a light bulb spread to homes and monuments throughout the country.
The campaign was so inspiring that even Walmart’s competitors joined the cause.
Other Results:
1.6 billion media impressions.
400+ media stories.
94% positive brand sentiment.
Estimated 9+ million lights glowing green.
Won an Effie for effectiveness in advertising.
Credited as one of the factors for Walmart's surprising appearance as top-10 favorite brands among millennials.
Single largest veteran support movement in U.S. history.