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




