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At the 2012 National Convention, delegates voted to move forward with a groundbreaking, professionally developed and implemented campaign. TV and print ads ran throughout May 2013 in five media test markets: Norfolk, Va.; Lexington, Ky.; San Antonio; Colorado Springs, Colo.; and Seattle. The test markets were carefully selected based on factors such as proximity to VA facilities, military installations and enlistment rates, geography, and media market affordability. Developed by the Indianapolis offices of Publicis Groupe, the third largest communications and marketing enterprise in the world, the purpose of the ads is to raise awareness about the American Legion Auxiliary. In addition to the volunteer-spirited TV ads, print ads appeared in well-known military publications. Publicis conducted focus groups during the winter in the five test market areas. The data results revealed that awareness levels of the Auxiliary were low among the nonmembers participating in the market research. The media spots aim to answer the questions Auxiliary members hear too often from the public: "Who are you, and what do you do?" An Auxiliary member was designated in each of the five test market cities to coordinate the campaign's response efforts. Publicis consulted a review team, led by Past National President Kris Nelson, at critical junctures. Every TV spot and print ad included a special Auxiliary website and phone number unique to the campaign so that ad responses could be tracked.
A professional national public awareness campaign is a new undertaking for the organization, and it's pretty exciting. A lot has been happening and it’s all good! Additional updates about the campaign will appear in various Auxiliary media.
Download PR Toolkit (pdf) View Awareness Campaign Video Order DVDClick here for media templates and samples to help promote your events and patriotic holidays.
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