#StillServing: Engaging younger veterans in continued service

Abstract

This case study examines the Veterans of Foreign Wars (VFW) efforts over the past 3 years through #StillServing, a movement to highlight the stories and voices of veterans who continue to serve their communities in various ways, provide avenues for communities to coalesce around volunteerism, and attract younger generations for a wider range of engaged veterans. With an overarching goal to amplify the perception of the VFW as a place for dedicated veterans of all stripes to continue their service to country and their communities, the campaign spotlights men and women who exemplify the best of what it means to be a VFW member through storytelling emphasizing diversity, tenacity, and an enduring commitment to serve. Informed by findings from individual interviews conducted with a diverse group of U.S. military veterans, targeted messages with specific calls to action were developed for younger veterans. The association sought to take advantage of the most relevant and effective media to share its message while ultimately encouraging the veteran and military community to share their own stories of continued service through #StillServing. The case shares lessons learned from the campaign's iterative approach and offers creative, tested strategies for other programs seeking to engage younger generations.