A+E
Networks’ Mission to Honor Focuses on Veterans 2020
Social Impact Award Winner
Mission
to Honor is a powerful outreach
initiative infused throughout the corporate culture
at A+E Networks with a singular message to audiences
nationwide: to
support and honor those who have served. The Mission
to Honor initiative acknowledged the vital contributions
of veterans and shared their stories across all platforms.
Employee
engagement was a cornerstone of the campaign as hundreds
of A+E employees organized and attended numerous events
with elected officials, community leaders and veterans. In
addition, there were several key components that
made the effort a success.
A+E
developed over 70 pieces of content about
veterans and military families including
profiles of veterans, PSAs with A-list
talent, spots about veterans organizations,
a #ThankAVet social media campaign for
viewers to honor those in their families
and communities who served in uniform
and more. The outreach resulted in millions
of social media impressions across A+E
Networks platforms and the estimated media
value was approximately $10+ million.
Take
a Veteran to School Day connected
veterans with schools across the
country so that students could learn
about service and give heartfelt
thanks to veterans in their communities.
A+E organized over 2,500 events
in schools across the country.
The
company also partnered with over
15 veteran organizations including
Team Rubicon, The Mission Continues,
America's VetDogs, the Bob Woodruff
Foundation, Headstrong and more.
A+E
created short-form videos and participated
in events to raise awareness of
the organizations on-air and online.
A+E
created opportunities for
veterans transitioning from
the military into the civilian
workforce including a paid
fellowship for military veterans
to explore careers in media.
The fellowship honors the
legacy of A+E’s
late
colleague Pete Segro. In addition,
A+E is an active member of
Mission Media, the industry’s
Veterans Advisory Council
dedicated to hiring and retaining
military veterans, and a participant
in programs by the NY Dept.
of Veterans Services.
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Overall,
the Mission to Honor initiative stands as A+E Networks’
most robust corporate social responsibility initiative.
Mission to Honor elevated
the stories of those who have served, provided concrete
support for those in need, and mobilized our nation
to thank and salute military veterans and their families,
not just on Veterans Day, but every day.
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