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May 28, 2009
Could U.S. Military Get a Google Grant?
I just got off the phone with someone representing the newly-launched Real Warriors effort, an initiative intended "to promote the processes of building resilience, facilitating recovery and supporting reintegration of returning service members, veterans and their families." It's a creation of the Defense Centers of Excellence for Psychological Health and Traumatic Brain Injury (DCoE), apparently a division of the U.S. Defense Department. Essentially, the campaign is a Web site providing information for active duty, families, and vets. There's info on signs of stress, things to do before deployment, and treatment of psychological problems associated with military duty.
The contact there told me essentially there's no ad budget for the campaign. The site is pretty much it. But the fact is it could help a lot more people if there was a search ad campaign promoting it, or if display ads were running on health/medical sites catering to people in the military.
The U.S. government invariably runs the most online display ads in the government vertical, according to several reports I've seen from Nielsen Online over the years. But I've always understood those to be PSAs. Couldn't this campaign qualify for free ad space? What about a Google Grant?
Just thought I'd ask aloud since it seems like a good non-partisan cause.
Posted by Kate Kaye at May 28, 2009 3:48 PM
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Hi Katie: Google Grants are available only to nonprofits. And I suspect the ads you've seen from the federal government are both PSAs (many from the Ad Council, I think) and paid (the ad budget for DoD recruiting is pretty big).
Jonathan Rick May 28, 2009 5:50 PM
Dear Ms. Kaye:
I would like to take a moment to clarify some of the information in your 28 May blog posting, “Could U.S. Military Get a Google Grant.”
In your attempt to sell advertising to the Defense Centers of Excellence for Psychological Health and Traumatic Brain Injury (DCoE), you were told there is no advertising budget associated with DCoE’s recently launched Real Warriors Campaign as it is a public service advertising campaign.
We agree with your assessment that the campaign will help a lot of people if there are donated advertisements online and in print. That’s why the Real Warriors Web site, www.realwarriors.net, features a variety of free communication tools, including television public service announcements, posters and flyers, and Web banners. These public service messages are currently being carried on the American Forces Radio and Television System which reaches approximately 3.1 million service members every day.
In addition, the campaign includes the stories of real service members who have sought treatment and are continuing to maintain successful careers, which can also be viewed on the campaign Web site along with helpful articles to assist Service members at all stages of their deployment.
If any of the publications you work with would like to donate space toward the Real Warriors Campaign, they can find our materials at www.realwarriors.net/multimedia.
Julie Hughes
Deputy Program Manager
Contract Support, Real Warriors Campaign
Defense Centers of Excellence for Psychological Health and Traumatic Brain Injury (DCoE)
Julie Hughes June 3, 2009 6:26 PM
Hi Julie,
Just to clarify, I am a reporter, not an ad sales person. I spoke to the Real Warriors representative as a reporter, and told him as much.
So, my inquiries about the campaign were not an attempt to sell advertising; rather, my goal was to find out about the campaign for possible coverage by ClickZ News. Specifically, I wanted to know whether the campaign involved digital advertising such as display ads or search advertising. The person I spoke with told me there was no budget for advertising.
Again, I don't sell advertising. I'm a journalist who covers the digital advertising and marketing industry.
Thank you,
Kate Kaye
Senior Editor
ClickZ News
212.457.7797
kate@clickz.com
Kate Kaye June 4, 2009 9:54 AM