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Greenlight a Vet

Insight

For a civilian, turning on your porch light is a neighborly act, welcoming guests and contributing to the safety of the community. But for a veteran, white light at night causes panic and stress, making you visible to overhead aircraft and vulnerable to enemy fire.

 

Idea

The simple act of changing our porch lights from white to green—the color of lights on military bases, the color of the military, and the color of hope—makes our veterans feel safe to come out and more hopeful knowing that there are allies next door.

 

 

• 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

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We created special bulbs, 100 of which were sent to influencers.

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The simple act of changing a light bulb spread to homes and monuments throughout the country.

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The campaign was so inspiring that even Walmart’s competitors joined the cause.

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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. 

 

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