Unlocking the power of storytelling to empower and inspire
Although the Warrior Games, a Paralympic-type event for wounded, ill and injured service members and veterans, occurs annually, the summer of 2017 marked the first time it was open to the public and not held on a military base. The challenge wasn’t just driving attendance to events across the city of Chicago, but also educating the public about what the Warrior Games are and why they are so important. Edelman worked with the U.S. Navy to unlock the power of storytelling that takes the right tone, reaches the right audience at the right time and to plan, produce and execute a full-scale marketing campaign and event logistics to bring the 2017 Games to life.
Edelman generated awareness of, excitement for and attendance at the 2017 Department of Defense Warrior Games through research, insights, targeted outreach and an overall strategy to match the scale of the events and pull through the power, resilience and inspiration behind the athletes participating.