The Bob Woodruff Foundation was established to help those who have sustained “hidden injuries” in combat. We were asked to brand the foundation, build awareness, create an identity and manage the development of a comprehensive website, broadcast and digital materials, event support and communication pieces, and all PR efforts.The Bob Woodruff Foundation turned to us not merely for creative, marketing and PR strategy, but for insight on how best to mould the fundamentals of the organization’s structure. Our work with the BWF is a sterling example of the agency collaborating with the client to build an organization from the ground up.

From development to execution, the Bob Woodruff Foundation deferred to our expertise on how best to build its brand.

We began by developing the foundation’s first initiative, ReMIND.org, a comprehensive website connecting our injured heroes to a home front ready to support them. We then created branded rings, symbolizing a string tied around the finger, to remind people every day. To raise awareness at the national, corporate and grassroots levels, we distributed branded dog tags, shirt pocket-sized CEO cards, helmet stickers, coffee mugs and many other elements to government officials, celebrities, Fortune 500 Company leaders and to the public. We developed ReMIND car magnets that point to a tangible way to support injured troops. And we created a PSA to reach people in their living rooms, and timed its release to coincide with the official launch of ReMIND.org and the foundation’s signature event, The 2008 Stand Up for Heroes benefit at the New York Comedy Festival.

- The BWF was able to give approximately $2.6 million in individual and charitable grants in 2008.

- The BWF raised more than $1 million through its 2008 Stand Up for Heroes event.

- A significant amount of public awareness has been raised through ReMIND rings, car magnets, dog tags and other branding elements. - The BWF has been exposed to more than 8 million viewers through broadcast media coverage including prominent segments on national programs such as Live! With Regis and Kelly (11.05.08 & 11.06.08), Entertainment Tonight (11.06.08), Good Morning America (11.06.08) and Fox Business (11.12.08).

- Six million readers learned about the BWF in national news articles featured in such print media outlets as the New York Post (11.04.08 & 11.07.08), New York Magazine (11.10.08) and Daily News (11.07.08).

- More than 91 million Web surfers were exposed to articles about the BWF through such online media outlets as FoxNews.com (11.06.08), Reuters US (11.06.08), Reuters UK (11.06.08) and Variety.com (11.11.08).

- Print ads driving traffic to ReMIND.org have been featured in Spin and Newsweek.