PURPOSE
The purpose of this campaign is to engage existing and new supporters of Yellow Ribbons United beyond two events a year. We are asking civilian kids to show appreciation and thanks to military kids.

OBJECTIVES
Create awareness and support for Yellow Ribbons United and its programs by developing and executing an online campaign that bridges civilian and military kids. We are looking to connect, engage, and educate our audiences.

AUDIENCES/STAKEHOLDERS
   •  Military families
   •  Civilian families
   •  Potential partners or sponsors
   •  Media

HOW THIS WORKS
Civilian kids will be asked to show actionable appreciation by doing the following:
   •  Posting a campaign jpg
   •  Posting a photo of a thank you note or action on social media
   •  We will encourage the participant to include the #Kid2Kid hashtag and to tag YRU accounts

BENEFITS OF THIS TYPE OF CAMPAIGN
   •  Yearlong promotion with big pushes around Fourth of July and Military Family Month to start with
   •  Media outreach would include civilians in the news hook/angle with the potential to reach out to regions beyond the D.C. area
   •  Doesn't require a lot of heavy lifting and that engages civilians to participate

DELIVERABLES/SERVICES NEEDED
   •  Messaging for YRU and campaign
   •  Logo and identity for campaign
   •  Page on website describing how to show appreciation
   •  Media advisory with fact sheet 
   •  Media pitching
   •  Newsletter or email blurb
   •  Images for social
   •  Social ads
   •  Partner kit

Yellow Ribbons United is launching Kid2Kid, a project that connects civilian children to military children through a simple two-step digital appreciation challenge. Military families make huge sacrifices for our country and showing appreciation for their challenges can make all the difference.
 
WHY SHOULD I GET INVOLVED?
Getting involved with Kid2Kid can help with teaching your kids about the importance of supporting military families who miss out on the day-to-day life that civilian families enjoy. Kid2Kid lets civilian children show their understanding and appreciation for military children by taking thoughtful actions.
 
WHO SHOULD PARTICIPATE
-- Civilian families everywhere are encouraged to make the pledge to participate
-- Military families can join the conversation by commenting and sharing their experiences with others
 
HOW DO I GET STARTED?
Getting started with Kid2Kid is easy for civilian families. With just two steps you can help share your support for military families.
 
Step 1: Spread the word! Post our special Kid2Kid image on your social media pages and let your friends know that you and your children are supporting military families. Don’t forget to use our hashtag #Kid2Kid and tag Yellow Ribbons United to help others find us and get involved too.
 
Step 2: Go social! Post a photo or video that shows what your kids do to show their support for military kids. Some ideas could be writing a thank you note to share with a military family online, drawing a picture, or flying an American flag outside your house. Don’t forget to use the hashtag #Kid2Kid and tag Yellow Ribbons United to share your ideas with us and spread the word.
 
FIND US ON SOCIAL MEDIA
Instagram: @yellowribbonun
 
WHEN DO I POST?
We encourage everyone to post all year long! Share your support online at anytime using #Kid2Kid and tagging Yellow Ribbons United on social media.