A Hero's Song ChallengeRemember our veterans, despite facing donor fatigue from recent natural disasters. We needed to create a breakthrough PR initiative for Sears' Heroes at Home, which helps rebuild veterans' homes, to increase awareness and drive donations.Objectives• Showcase Sears' commitment to military families • Gain national attention and ongoing media coverage throughout the campaign• Create an emotionally compelling narrative to drive awareness and contributions StrategyWe created the 'Portraits of Heroes' song contest to humanise real service members and show consumers the people Sears' program serves daily. We secured former Marine and country music star Josh Gracin to transform the winning story into song.ExecutionContest winner Seana Arrechaga met Gracin in Nashville for the recording session of 'Can't Say Goodbye' and a videographer captured footage. We posted the music video on YouTube and distributed it to traditional and social media. We also conducted media outreach surrounding the song's live debut and later produced a free benefit concert and SMT. Throughout 2011, we leveraged events to keep awareness of the cause high.OutcomeOur platform created newsworthy content to promote the cause, and generated more than $3m for Heroes at Home from the spring donation campaign alone.

The winning contest entry, from Seana Arrechaga, a young widow who shared a heart-wrenching tribute to her fallen husband, Sgt Ofren Arrechaga, was told in song by Gracin. Seana came to Nashville for the recording session, and a videographer captured footage. She also provided personal footage and family photos, which we included in the full-length music video of the song, 'Can't Say Goodbye'; we posted it on YouTube and distributed it to traditional and social media.In addition, we conducted media outreach surrounding the song's live debut at the annual 'Rockin' for the Troops' concert in Wheaton, Illinois. In September, we produced a free Heroes at Home benefit concert and SMT with Gracin at the Sears store in Oak Brook, Ill. Throughout 2011, we leveraged events, including a live performance of the song by Gracin at NASDAQ on Veterans Day, to keep the momentum going.

Through "Portraits of Heroes" (2011 budget: $268,000), we developed a platform that created newsworthy content to promote the cause, reinforced Sears' commitment to military families, and provided a strong emotional imprint with consumers and media.The music video has received 90,000+ views on YouTube alone. Because of its popularity, Gracin's record label even halted production of his latest album to add the track.Media impressions are 87m, and growing, with placements in publications including 'Chicago Tribune', 'Army Times Off Duty', 'Bloomberg Businessweek', AP Broadcast, GAC, CMT.com, the Huffington Post, Semper Fidelis Radio, and dozens of diverse websites, blogs, and local TV and radio stations. The CPM, based on budget and impressions, was $3.08.Most important, Heroes at Home donations have increased. Not including iTunes downloads (all proceeds go to the cause) and pending album royalties, Heroes at Home's spring donation campaign alone generated more than $3m.