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The Veterans of Foreign Wars (VFW) is a nonprofit veterans service organization comprised of eligible veterans and military service members from the active, guard and reserved forces. In 2020, the organization’s #StillServing campaign launched to recognize the ongoing dedication of veterans and service members who continue to serve their communities. This past May, the VFW added an element to its #StillServing initiative called the VFW Day of Service, with the first-ever National Day of Service held on a pilot basis.
Day of Service was a month-long initiative that brought together VFW members and fellow veterans across the country to host service projects in their communities. The first event of its kind for a veterans service organization, Day of Service coalesced the mission of the organization in a highly visible way, thus amplifying the efforts of veterans who continue living a life of service after concluding their military careers.
The initial goal was to host 100 events. In total, more than 400 Day of Service events were held, drawing the attention of media and engaging veterans and their communities. This goal was exceeded by over 300%.
Another goal for Day of Service was to showcase the contributions that veterans make to their communities through earned media. The event resonated, with more than 105 placements delivering more than 2 million impressions. Day of Service media coverage significantly elevated the VFW across the nation as an organization dedicated to veterans and community service.
A combined total of publication-wide audience figures for all outlets featuring coverage reached over 91.3 million individuals. Over 13,600 were engaged with news stories through likes, comments and shares on social media platforms.
Day of Service created an indelible bond between veterans and their communities. Not only did good work happen during these 400 community service events, it has continued in the months that have followed. The act of bringing veterans together, united around a common goal, has served as bridge between the fellow veterans as well as with their communities.
The quiet, humble work by veterans to improve their communities has been ongoing for many years. VFW Day of Service, now an annual event, has created a visible symbol of these efforts and will embody the true spirit of America’s veterans for years to come.
“Just because I don’t wear a uniform doesn’t mean I don’t continue to serve. I’ll serve forever.” - VFW Veteran
Nomination Title: VFW Day of Service
