The IAVA, which stands for Iraq and Afghanistan Veterans of America is a nonprofit organization composed entirely of veterans dedicated to helping the servicemen and women who served in Iraq and Afghanistan.
Launched with the :60 "Alone," this campaign deftly acknowledges that the transition between combat duty and civilian life can be a difficult one. With thousands of soldiers returning back to the US every month, newly discharged soldiers often suffer from feelings of isolation and detatchment from society. We summed up this emotionally complicated understanding with a theme line that runs throught the campaign, "We know where you're coming from."
This groundbreaking outreach effort included, TV, print, radio and Internet components. All of which directed veterans to join, Community of Veterans, a social network exclusively for Iraq and Afghanistan Veterans at IAVA.org. The spot “Alone” has been seen by millions and has received incredible support from a broad range of the media. In the first year, the campaign received almost $40 million in donated media, thanks to supporters like CNN, MTV, CBS and Hulu. Additionally, “Alone” won a New York ADDY and was awarded the Gold Ogilvy Award for groundbreaking Public Service Announcement.