DISABLED AMERICAN VETERANS (DAV) 5K SERIES
Fulfilling our promises to those that served
The Disabled American Veterans (DAV) 5K Series put a national spin on a fundraising event with races occurring simultaneously in six different markets over the span of two weekends in November. Participants can run, walk, roll and ride their way to raising money for injured vets.
Taking a successful singular event held in Cincinnati (home of DAV headquarters) and cloning the race across different target markets in the U.S. including Atlanta, Boston, Cincinnati, Kemah (TX), Newport News (VA) and Tulsa.
Game Day Plan
A customizable campaign deployed to each market designed to encourage local participation. We engaged with running influencers in each market and created a network of PR professionals to ensure messaging was consistent across the series.
Earned media value: $1,272,512
Total media impressions: 40,277,496
Total Stories: 184
Earned media value: $1,090,745
Earned media impressions: 1,893,734
Total pieces of creative designed/produced: 88
Total markets: 6 race market plus national buys
In-kind media negotiated: $118,425
Creative designed: T-shirt, digital, outdoor, TV spots, Radio spots, registration forms and more