We created an online film to ignite the millions of gamers that play Call of Duty around the problem of military unemployment.

In contrast to the big-budget, adrenaline-filled spectacle of Call of Duty’s typical marketing assets, this film resonated with our audience with a different approach - the honest truth.

In a series of interviews conducted over the internet, we put real men and women of the military in front of camera, and asked them a simple question: tell us what it’s REALLY like for a military veteran to find a job. Their responses shed light on all the unfair perceptions they face from employers and ultimately inspired our gamers to take action.

We put real men and women, not actors, that have returned from military service in front of camera in a series of interviews conducted online. Our question: tell us what it’s like for a military veteran to find a job.

We debuted a video of the interviews in front of thousands of our most passionate fans at the Call of Duty championships, the mecca of Call of Duty fandom.

After the live debut at the Call of Duty championships, we then shared the video online on Call of Duty’s channels where it was picked up and spread through culture by various media outlets.

With little paid media support, we were able to rally Call of duty fans to spread the news on social media.

The Honest Truth was named one of the top 10 ads of 2014 by industry press. And even the Joint Chiefs of Staff shared our PSA with their network of veterans. Most importantly, the Call of Duty Endowment more than tripled the job placements for veterans it facilitated in 2014 (to more than 7,500). By dispelling false stereotypes about veterans, we are hoping to make employers more amenable to hiring them and ultimately decrease the number of unemployed veterans.