Aperture was tasked to help build national awareness for the Army’s Gold Star Pin Program and Survivor Outreach Services. Although established by an Act of Congress in 1947, the Gold Star Pins are still widely unrecognized. The Gold Star Pin is issued to immediate family members of service members killed in the line of duty.
For this national campaign our firm secured acclaimed actor Gary Sinise (Forrest Gump, Apollo 13) to narrate and act as a spokesperson. The Aperture Team crafted a highly visual and emotional campaign focusing on the unforgettable stories behind each pin. The three spots use actual recipients of the Gold Star Pins rather than actors. The end result is a composite of powerful and inspirational stories of courage, sacrifice, resilience, and love of country.
The campaign was launched on Super Bowl XLVIII reaching an audience of millions – our team worked closely to develop long term strategic partnerships with Major League Baseball, FOX, Rolling Thunder, and UFC. Relying 100% on “earned media” (donated air time).