Ames Scullin O'Haire, Saatchi, Help Walmart And A Partner Celebrate Veteran's Day

Walmart is celebrating Veteran's Day with its “Greenlight A Vet” campaign to support veterans as they transition back to civilian life.

To help raise awareness, the retailer and its agency Saatchi & Saatchi New York are debuting TV and digital spots that educate viewers about this campaign through a straight-forward message that ends by asking viewers to change their outside lights to green.

One ad in the campaign can be seen here.

“By uniting behind a visible symbol, we can ignite a national conversation in our communities about opportunity, success and service for veterans as they take off the uniform,” said retired Brigadier General Gary Profit, Walmart’s senior director of military programs.

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The campaign is rooted in a special website where visitors can find additional ways to help military veterans, such as serving as a mentor or raising awareness via social media.

While this effort is part of Walmart's social advocacy endeavors, Saatchi's participation was not pro-bono. 

One of the nonprofits participating in Walmart's initiative, Hire Heroes USA, is launching an advertising campaign to inform viewers how the group helps veterans successfully find employment. Using testimonials, actual service men and women explain the value and extraordinary assistance provided by the group. 

Developed pro-bono by Ames Scullin O'Haire (ASO), the TV commercial uses testimonials from real-life service men and women to explain how they benefited from the organization in landing jobs. The spot ends with the organization’s tag, “Transforming Military Service Into Civilian Success." TV station CBS46 and Peachtree TV also donated their services. 

The commercial can be seen here.  

Hire Heroes USA selected the vets on the basis of their stories. "I interviewed them off camera, getting them to relax and tell the stories–– knowing we’d blend them together in edit and use announcer voiceover to make our key points," says Patrick Sullivan, managing partner, creative, ASO.

The ad debuted on ESPN 2 during the NWCA All-Star Classic, a wrestling tournament, and will run primarily during male-skewing programs. 

Hire Heroes USA is funded by tax-free contributions to provide its services at no cost to transitioning service members, veterans, and spouses. It currently reports helping 60 veterans a week find employment.

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