The document describes how an agency took a client brief to develop a logo for a new organization helping veterans and transformed it into a large-scale branding and advocacy campaign called "Got Your 6". They did this by thinking beyond just the logo and considering how to truly move people and affect social change. They developed the concept of "Got Your 6" which conveyed that Americans had veterans' backs as they returned from service. This platform supported six pillars of veteran reintegration and partnered with other organizations, raising millions. It garnered support from celebrities who promoted it, achieving widespread awareness and impact.

1. Clarity of
Vision from
50,000 Feet
The White Paper Series

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Clarity of Vision from 50,000 Feet : Got Your 6 — The White Paper Series
As an agency,
our focus and
fundamental reason
for being is our
ability to do work
that moves people.

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Clarity of Vision from 50,000 Feet : Got Your 6 — The White Paper Series
As an agency, our focus and fundamental reason for being is our
ability to do work that moves people. With that as our foundation, it
impacts everything we do, including our interpretation of client direction.
Clients are so close to their businesses that the picture can blur and
confuse matters. We deliver value to our clients by providing a different
perspective: bringing clarity to what’s needed (versus what they think
they want).
Sometimes we accomplish this by digging deep beneath the surface (see
our white paper on Unearthing the Real Need). But other times, clarity
occurs when we shift our perspective to the 50,000-foot level and
allow ourselves to think big.
It would take more than a logo
to differentiate this organization
from the rest — and to move
people to take action.
Take the Hollywood Military
Forum, for example: an
entertainment industry
consortium — virtually all the
major studios, networks and
talent agencies in Hollywood —
looking to help returning veterans
successfully transition into
civilian life.
Their goal was to bridge the civilian
and military divide and illustrate
how Veterans are civic assets that
will reinvigorate communities.
They approached MeringCarson
to develop a logo for their newly
formed philanthropic organization.
It was an important cause we had
been entrusted with, so it was a
given that we would come back to
the client with logo options as they
had requested. But we also knew
there were a lot of organizations
out there trying to help returning
vets, so it would take more
than a logo to differentiate this
organization from the rest — and
to move people to take action.

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Clarity of Vision from 50,000 Feet : Got Your 6 — The White Paper Series
Big Thinking
That Changes
the Conversation

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Clarity of Vision from 50,000 Feet : Got Your 6 — The White Paper Series
Big Thinking That Changes the Conversation
It became the ideal creative assignment: give the client what they
asked for, but also try and solve it differently…by thinking big and
without constraints.
The teams went to work, immersing themselves in order to understand
the challenges and opportunities that Veterans have faced, past and
present, as they returned home from service to our country. This
discovery and immersion process unearthed the phrase “Got Your
Six,” which is military vernacular for “I’ve got your back.”
This powerful expression became the launching point for a brand
platform that could truly affect social change. It sent a message to the
veterans that said, “We get it,” and it was a powerful call to action for the
rest of us, suggesting that it’s our turn now to have their backs.
The phrase
“Got Your Six”
became the
launching point
for a brand
platform that
could truly
affect social
change.

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Clarity of Vision from 50,000 Feet : Got Your 6 — The White Paper Series
The
Snowball
Effect

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Clarity of Vision from 50,000 Feet : Got Your 6 — The White Paper Series
The Snowball Effect
The logo created by our design group inspired a slew of marketing
materials, including a lapel pin and a series of other merchandise to be
used for fundraising.
But most importantly, we tied the platform into the six key pillars of
veteran reintegration: jobs, education, housing, health care, leadership
and families. As it became apparent the campaign potential was a much
bigger idea, Service Nation and Be The Change, Inc. took over as the
official management organizations of this growing social movement.
They brought the firepower needed to pair each of the 6 pillars with best-in-
class strategic partners across the U.S. and globally to fulfill the need.
To fulfill on the “Jobs” pillar, for example, Got Your 6 partnered with
the U.S. Chamber of Commerce’s Hiring Our Heroes program to
facilitate commitments to hire 500,000 veterans and military spouses by
the end of 2014 as a part of the campaign.
As every great
idea should,
the concept
snowballed
with further
development.

8. Clarity of Vision from 50,000 Feet : Got Your 6 — The White Paper Series
8

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Clarity of Vision from 50,000 Feet : Got Your 6 — The White Paper Series

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Clarity of Vision from 50,000 Feet : Got Your 6 — The White Paper Series
Summoning the
Celebrity Ranks

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Clarity of Vision from 50,000 Feet : Got Your 6 — The White Paper Series
Summoning the Celebrity Ranks
Leveraging their power and influence in Hollywood with the appeal of the
concept, the Hollywood Military Forum and Be The Change, Inc. were
able to deliver an amazing line up of A-list celebrities who agreed to lend
their support and appear in our PSAs: Tom Hanks, Sarah Jessica Parker,
Alec Baldwin, Bradley Cooper and Michael Douglas, among many
others.
Tom Hanks went on to wear the “6” pin during his appearance at the 2012
Academy Awards. The media and public’s reaction to the unknown and
yet-to-be launched “6” was overwhelming. This lead to a social media
“whisper campaign” that preceded and helped fuel “buzz” ahead of the
official launch.

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Clarity of Vision from 50,000 Feet : Got Your 6 — The White Paper Series
Overwhelming
Support for an
Amazing Cause

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Clarity of Vision from 50,000 Feet : Got Your 6 — The White Paper Series
Launched May 11, 2012, the campaign kicked off with a live press event,
coverage by nearly every major news outlet, the launch of two PSAs, and
merchandise for sale at gotyour6.org, which was sold out within hours
after the launch.
Results have completely exceeded all expectations. The visibility effort at
the Academy Awards led to dozens of key celebrities wearing the “6” pin,
earning more than 97 million media impressions of the “Got Your 6” PSA
through in-kind media support that included primetime and NFL games.
Combined, the “Got Your 6” website, social media channels and partner
activations (such as a major sales promotion with Macy’s) have generated
nearly $3,000,000 in merchandise revenues/contributions.
Our strategic alliances and partnership efforts also resulted in public
recognition by former President Clinton. During the opening of the
Clinton Global Initiative America Conference in Chicago, President
Clinton highlighted “Got Your 6” commitments and invited eight of our
nonprofi t leaders on stage.
Results have
completely
exceeded all
expectations.

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Clarity of Vision from 50,000 Feet : Got Your 6 — The White Paper Series

15. SEEING THE
POSSIBILITIES
There are a number of reasons for
which MeringCarson is particularly
good at high level thinking and
creativity:
Will It Move People?
With that question as a litmus
test, we can’t help but elevate our
creative exploration.
MC Intelligence
MeringCarson’s insights &
strategy group is both an extension
and an asset to our creative teams
that helps us to fi nd and fi nesse the
heart in our work.
Emcee Design
MeringCarson’s design division has
expertise in brand development
and retail sales promotion. They
combined authenticity and polish
for the concept of Got Your 6,
creating a highly regarded – and
marketable – integrated program.
And fi nally, we ask our clients
and ourselves to keep an open
mind as we move through the
creative process, and enjoy the
view from above. You never
know what you’ll see.
Contact Yvonne Chavez
ychavez@meringcarson.com