CVS Health

Public Relations for Football Skills Camp for Veterans


CVS Health (formally CVS Caremark), a strong supporter of our country’s military veterans, wanted to shine the spotlight on a special football skills camp – created in partnership with the New England Patriots – for veterans of all abilities. They turned to us to identify and implement a strategy that would earn strong media exposure while being sensitive to the fact that some veterans would want to enjoy the day without being interviewed or photographed by news media. We were tasked with finding a way to distinguish this philanthropic initiative from the many others held in conjunction with the New England Patriots by other corporations.


We set a plan in motion to generate strong publicity results while respecting the wishes of veterans wanting to keep a low profile. By crafting a simple but thoughtful questionnaire for veterans to respond to in advance of the event, we were able to secure compelling content for media pitches and simultaneously discover which veterans wanted to be protected from media coverage. With strong news hooks in hand, we saturated the New England media markets with engaging news stories about the initiative and the participating veterans.