Affecting Change: What’s in a Name?

Challenge

The Marine Corps League, the only Congressionally-chartered Marine veterans organization, needed a smart strategy to pass a bill.

The bill requested the Marine Corps name to be reflected in the Department of the Navy, so that when a Marine died, loved ones would see “Marine Corps” properly reflected in letterhead and elsewhere. The seemingly innocuous change served as a strong symbolic gesture that was controversial with some key members of Congress.

Action

The group enlisted Trio Media Group, where I served as Account Manager and Chief Copywriter. I spearheaded a campaign that included:

  • Working with actor R. Lee Ermey (Full Metal Jacket).
  • A microsite.
  • Social strategy.
  • Content creation.
  • Legislative outreach.
  • Media outreach.

I led strategic messaging, worked with the social team, wrote speeches for (the now late) Ermey, pitched the news media and managed the actor’s press interviews with his agent.

Results

The campaign received substantial coverage and social media engagement. Successes include:

  •  7,800-plus petitions & thousands of engaged followers.
  • Coverage in Washington PostThe HillMarine Corps Times and more.
  • The bill passed the U.S. House with more co-sponsors than any bill in history.


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