Building a Successful Awareness Campaign

August 24, 2020

M&C’s Merritt Neil talks with Randi K. Law, Manager of Communications at VFW National Headquarters, and Melissa Sturges, Principal at Sturges Word Communications about the VFW’s new #StillServing awareness campaign.

Our favorite takeaways from this podcast conversation:

  • Establish campaign goals. Be honest about your organization’s strengths and weaknesses.

  • Build a team of collaborators & partners. The VFW sought counsel from M&C, Sturges Word Communications and Scenic Road to develop and execute a strategy to increase awareness, reach the next generation of veterans and elevate how veterans live a life to serve.

  • Authenticity wins, every time. The #StillServing campaign serves to highlight what is already taking place nationwide—veterans giving back to their communities after their military service has ended.

  • Seize the moment. In the midst of the campaign’s launch, COVID-19 struck. Even more #StillServing stories came in through the campaign website, The campaign took on an additional element—highlighting the ways veterans and VFW posts stepped up to help those most impacted by the pandemic.

  • Own your narrative. Armed with increasingly relevant and impactful #StillServing stories, the VFW turned their annual in-person convention to a virtual #StillServing Celebration that offered a chance to share how veterans are #StillServing and a platform for veteran advocates.

Visit to learn more about #StillServing and share with veterans you know.