“Support our troops” is no longer just a slogan – it’s also an action, with the launch of www.remind.org and a new marketing campaign for the renamed Bob Woodruff Family Foundation, created with the pro bono support of JWT Atlanta.
By focusing on the physical and psychological wounds of war, www.remind.org is spreading awareness and raising money to provide resources and support for injured troops and their families and to ensure that our returning heroes get the assistance they need to successfully re-integrate into society.
The marketing initiative includes a 60-second PSA and a print ad that will debut in Esquire. JWT Atlanta has also created branded dog tags and rings for benefactors to the foundation. Click on the “Take Action” button on the website to make a donation and receive the materials as a reminder and a conversation starter that can prompt others to help make a difference.
“We’re thrilled to be partners with the Bob Woodruff Foundation and to have created ReMIND.org,” said Carl Warner, president and executive creative director, JWT Atlanta. “We named the organization ReMIND because we all need to be reminded of the sacrifice that our troops are making on our behalf. That’s why we created dog tags and rings: so there’s something on your finger or close to your heart to remind you of our troops.”
Approximately 300,000 service members suffer from post-traumatic stress disorder or major depression, and 320,000 have experienced a traumatic brain injury during deployment, according to 2008 estimates from the RAND Center for Military Health Policy Research. Advances in combat medicine and body armor mean that our service members are surviving once-fatal injuries, but at the cost of living with significant physical, emotional and psychological injuries. Along with traditional rehabilitation services, today’s wounded may require intensive cognitive and psychological care.
“ReMIND.org was created to return the tremendous loyalty our brave men and women have shown to this country,” stated Bob Jeffrey, Chairman and CEO, JWT Worldwide, and a member of the board of directors of the Woodruff Foundation. “We are proud to do our part to help raise awareness and continue to spread the message that Supporting the Troops is no longer a slogan, but an action, and I am proud to count Bob and Lee Woodruff as my friends and a source of personal inspiration.”
In January 2006, while reporting for ABC News in Iraq, Bob Woodruff and his cameraman, Doug Vogt, sustained multiple life-threatening wounds when a roadside bomb hit their convoy. The Woodruff family established the Bob Woodruff Foundation in February 2007 to raise awareness and money to assist U.S. military personnel who are injured during their service.
“More often than not, the injuries we can see are coupled with the injuries we cannot,” said Lee Woodruff. “Hidden injuries, by their very nature, routinely go unnoticed. ReMIND.org aims to bring them to light so we can care for all our wounded and address their needs.”