In honor of its 10th anniversary, nonprofit Operation Finally Home partnered with Sword & Plough to launch a national campaign. Beginning on Veterans Day, a limited edition Urban Ruck was available for purchase with 100% of net proceeds benefiting Operation Finally Home. Each purchase came with the personalized story of an Operation Finally Home house recipient. The backpacks sold out within a week
The campaign produced more than 203 million impressions in 23 placements across print, online and broadcast outlets, including Fox & Friends, MSNBC, Southern Living magazine, key local media markets and more.
Each purchase came with a personalized thank you from a vet helped by Operation Finally Home.
Winner of a National Bulldog Award and four PRSA Parthenon Awards in Media Relations and Best Campaign Under $100,000