It was incubated in Hollywood by a consortium of major studios, networks, and talent agencies to improve mainstream perception of post-9/11 veterans.
Got Your 6 works with non-profits in six categories – health, housing, jobs, education, family, and leadership. The entertainment partners provide media, talent, and production resources, major corporations collaborate and contribute generously, and Got Your 6 manages the effort.
The nonprofits have varying levels of experience engaging the media to amplify their message. Keeping in mind that one of Got Your 6's core goals is to “change the conversation” around veterans, message delivery is crucial.
With a collective impact campaign, we only succeed when we all succeed. Just as Got Your 6's effectiveness is measured by the success of its many nonprofit activation partners, the PR success of the effort is measured not by the elevation of the brand, but by the degree that it empowers partners to achieve goals.
For example, entertainment print publications, The Hollywood Reporter and Daily Variety, supported Got Your 6 Veteran Hiring Week in March. Veterans and military families attended exclusive hiring fairs and the entertainment sector launched a website to assist veterans in finding entertainment employment.
In coordination with the Academy of Motion Pictures Arts & Sciences, Got Your 6 filmed PSAs during Oscar week in 2012 and 2013. The PSAs, featuring high-profile celebrities, have been broadcast daily on average 25 times per day on broadcast and cable networks, in movie theaters, and more.
To commemorate Got Your 6 Day on June 6, shows such as Access Hollywood and Entertainment Tonight showcased veterans working in entertainment TV.
Sponsor Wells Fargo joined more than 100 volunteers to help 100,000 Homes find permanent housing for 60 homeless veterans in San Antonio, TX, in June and corporate partner Macy's made the initiative the beneficiary of its American Icons cause-marketing campaign in May, raising more than $3 million.
Got Your 6 is a thriving young campaign. As other innovative organizations and campaigns emerge, fresh marketing and PR approaches will help them make a difference as well.
Todd Beck is president of Beck Media & Marketing, PR agency for the Got Your 6 campaign.