In the latest version of their ongoing Every Day Heroes program, Dollar General and Procter & Gamble are aiming to raise awareness for veterans and their connection to at-risk youth.
The two-year-old Every Day Heroes initiatives changes themes each month, and, throughout June, it focuses on Sparky Anderson, a vet who entered the National Guard through the Thunderbird Youth Academy (TYA), one of the National Guard’s 34 Youth ChalleNGe academies. Now a father, business owner and PhD candidate, he credits the program with saving his life, and is featured in a video campaign.
Point-of-sale materials, in-store fliers, the P&G brandSAVER and the retailer’s website steer shoppers toward special deals on such P&G brands as Tide, Gain, Downy and Febreze. The effort is also supported by radio media tours, audio news releases, blogger posts and advertorials in People and Better Homes & Gardens, says a P&G spokesperson. Tie-ins include sweepstakes and suggestions for Father’s Day gifts.
The point of the program is to “honor the everyday heroes in the communities Dollar General serves, people who don’t regularly receive a lot of accolades but are doing great things in their neighborhoods and communities,” she says.
Dollar General has routinely focused its cause efforts on military-awareness initiatives, winning accolades as a military-friendly employer. Earlier Every Day Heroes efforts have also raised fund and awareness for such causes as literacy, general education degree programs, and efforts serving the African-American community.
Separately, the Goodlettsville, Tenn.-based chain says same-store sales rose 2.6%, “reflecting strong growth in our consumables categories offset by softer sales in seasonal and weather-sensitive categories.” Net income rose to $220 million, from $213 million a year ago.