Promote the annual Milwaukee Veterans Day Parade. There is no financial incentive for the client. The goal is to draw the largest attendance possible, to pay respect to the veterans who participate in the parade. Posters have proven to be a good medium and are distributed through a grass roots effort. A large portion of the audience is not as internet savvy as a much younger audience.
Persuading people to attend the parade can be a tricky effort. There are many political issues in play, related to opinions on war, defense spending, etc. We aim to avoid those issues by focusing on the individuals who gave of themselves to serve the country. This year, we chose to shoot these veterans in a Veterans Cemetery, to encourage people to come pay respects to all the veterans who survived their service, as well as those who paid the ultimate price. It’s a very emotional appeal.
While weather always affects the parade turnout, this past year’s attendance was one of the best in years—despite cold conditions and a brisk wind. The parade organizer was quite pleased.