Mission Zero was anchored by a website campaign hub designed to turn awareness into action. The experience combined Veterans talking to Veterans, educational content, partner resources, social sharing tools, and eligibility pathways into a single destination focused on helping Veterans better understand their VA home loan benefits.
To drive audiences into the experience, we developed an integrated media campaign spanning premium publishers, coalition partners, digital advertising, and owned, earned, and paid channels. Every touchpoint reinforced a consistent message while helping expand awareness at scale.
Through stories rooted in service, community, and connection, the film established the emotional core for the campaign and grounded Mission Zero as a movement focused on awareness and tools rather than just another feel good promotion.
Partnering with Veteran advocate and social creator Terry Lashley, we developed a social-first educational content series that translated complex VA home loan benefits into easy to understand and shareable stories. The content helped debunk common misconceptions through practical education.
I led the evolution of the Mission Zero identity into a flexible advocacy platform, creating a visual system that scaled seamlessly across film, digital experiences, social content, partnerships, paid media, and print.
To extend the reach of the anthem film, we developed a suite of social-first cutdowns.
Directed a photo shoot centered on featured Veterans Ronnie Baldwin and Shelia Roberts. The creative approach put authenticity, trust, and human connection first, vs the often financial-services transactional look and feel.
The campaign extended into premium editorial and print environments like the Wall Street Journal that amplified awareness, credibility, and reach at national scale.
The campaign extended into premium editorial and print environments like the Wall Street Journal that amplified awareness, credibility, and reach at national scale.Mission Zero exceeded campaign goals across awareness, engagement, and reach while establishing a scalable platform for future Veteran-focused education and advocacy efforts.
