servicenation veterans day 11 revised 2012-03-16 › servnat ›...
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Mission Serve Veterans Day Initiative 11-‐11-‐11
11+ for 11-‐11-‐11
To mark Veterans Day 2011, ServiceNation’s Mission Service initiative teamed with corporate partner Bank of America hosted major, high-‐profile service projects across the country. Our goal was to stage 11 events in 11 major American cities on 11-‐11-‐11, bringing together members of the veterans, active-‐duty military and civilian communities through a shared service experience. We wanted to use Veterans Day to create a national conversation about veterans and service
ServiceNation hosted events in Washington, DC; Los Angeles, Dallas, San Diego, Tampa, New York, San Francisco, Seattle, Denver and Tucson on 11-‐11-‐11. Three days later, we capped the weekend’s events with projects in Honolulu and Boston. Along with Bank of America and 60 partners from the public, private and nonprofit sectors.
• 1,300 volunteers engaged • 4,500 volunteer hours contributed
We welcomed leading Americans as volunteers, including Alaska Senator Lisa Murkowski, General Stanley McChrystal, the cast of TV’s Hawai’i Five -‐0, and New York Yankees Manager Joe Girardi. They gave their time to work alongside various volunteer groups. It was truly a shared experience between civilians, veterans and military family members
Our efforts to start a national conversation around veterans and service also gained national exposure leading up to Veterans Day
• Fourteen stories in nationally recognized print or websites • Five major-‐market local news appearances, including Good Day NY and on KTLA in Los Angeles • Seven national broadcast TV appearances, including Good Morning America, Ellen, Extra and
Entertainment Tonight.
The Mission Serve Veterans Day initiative created over 35 million impressions through conventional media. Add onto that 38 tweets and Facebook posts by celebrities
• Dwayne Johnson • Miley Cyrus • Seth McFarland • Megan Fox
That generated another 53 million impressions through social media.
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Veterans Day: 11/11/11—By the Numbers
11 Projects on 11/11/11
13 Total number of projects over the holiday weekend in 12 major American cities
1,350 Total volunteers engaged
4,500 Total volunteer hours
60 Partners from the corporate, nonprofit and government sectors
20 Appearances by leading American and celebrities, including Senator Lisa Murkowski, General Stanley McChrystal, New York Yankees Manager Joe Girardi and the cast of Hawai’i Five-‐0.
35.5mm Conventional media impressions
7 National television appearances, including Good Morning America, Ellen, Entertainment Tonight, and Extra
5 Local major market news appearances, including Good Day NY and KTLA
14 Print and web stories, including Vanity Fair, Huffington Post, People Country, Variety, MLB.com, and IMDB.com
53 million Social media impressions
38 Celebrity tweets and Facebook posts, including Dwayne Johnson, Megan Fox, Miley Cyrus, Seth McFarlane, Brandon Routh, San Diego Padres, and the McChrystal Group
5,000 Care packages sent to Afghanistan by the USO
1,000 Care and hygiene packages distributed to the homeless
4 Families that will be housed by our DC project with Habitat for Humanity
$10,000 Estimated annual revenue for the California State Veterans Home from the orange grove we planted in Los Angeles.
500 Military school children in Hawai’I that now maintain a teaching garden our service project created at their school
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Volunteer scales the heights at Mission Serve initiative’s Washington DC service project on 11-‐11-‐11. Photo by Morgana Wingard for ServiceNation.org (WSH 3)
Volunteers from ServiceNation’s New York project appear on ABC’s Good Morning America. (NYC 2 (GMA))
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Building Out Service and Community in the Nation’s Capital WASHINGTON—Several leading American heeded the Veterans Day call to service by working on a Habitat for Humanity build in northeast DC. ServiceNation and national corporate sponsor Bank of America to support the project in Washington’s Ivy City neighborhood.
Special volunteers included
• Retired Army General Stanley McChrystal • U.S. Senator Lisa Murkowski • Retired Navy Captain Jeff Cathey, Bank of America • John Gomperts, Director of AmeriCorps • Kathy Roth-‐Douquet, CEO of Blue Star Families
They were joined by dozens of volunteers from:
• Bank of America • Blue Star Families
The homes use new building techniques, inspired by European designs that maximize energy efficiency. That makes the homes affordable to own…and affordable to heat and cool, as well.
ServiceNation also awarded the annual Mission Service Award for Excellence in Civilian-‐Military Service to General McChrystal and Mrs. Patty Shinseki.
Retired Army General Stanley McChrystal hard at work during ServiceNation’s DC Veterans Day service project. Photo by Morgana Wingard for ServiceNation.org (SN Vets Day WSH 1)
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Volunteers work with Alaska Senator Lisa Murkowski (center) on a Habitat for Humanity home in DC’s Ivy City Neighborhood. Photo by Morgana Wingard for ServiceNation.org (WSH 2)
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LA Volunteers Make “Super” Effort LOS ANGELES—Actor Brandon Routh (Superman Returns) joined volunteers to plant an orange grove at the California State Veterans Home on the VA Campus in the Westwood section of Los Angeles. The grove will not only provide fresh fruit for the home’s residents, but it will also generate as much as $10,000 in revenue from orange sales.
Also joining ServiceNation on the Southland project were 140 volunteers from:
• Bank of America • Pat Tillman Foundation • Student Veterans of America • Los Angeles Air Force Base
Mr. Routh also kept his 25,000 Twitter followers updates on the group’s progress with eight tweets throughout the day.
ServiceNation also hosted actress Megan Fox (Transformers) for a special visit to the VA hospital. She met with veterans of every generation, including a 102-‐year-‐old woman who’s the oldest living U.S. female veteran. Ms. Fox also posted a photograph and a message to her more than 29 million Facebook fans. The post attracted more than 25,000 likes and another 3,500 comments.
Volunteers get last minute instructions, as they prepare to plant an orange grove at the California State Veterans Home in Los Angeles on Veterans Day 2011. (LA 2)
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Actor Brandon Routh (left) and volunteers get ready to dig into ServiceNation’s LA Veterans Day service project at the California State Veterans Home. (LA 1)
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Food for Thought, Jobs for Veterans in Hawai’i
HONOLULU—ServiceNation’s Mission Serve initiative for Veterans Day wrapped up on Monday, November 14 in Hawai’i. Cast members of CBS’s Hawai’i Five-‐0 and pro athletes Gabby Reece and Laird Hamilton joined volunteers from Joint Base Pearl Harbor-‐Hickam to help 500 military school children learn the value of eating health food, by helping them to create a teaching garden.
Partners:
• Bank of America • Merrill Lynch • Hickam Elementary School • American Heart Association Teaching Gardens • Bishop Museum • Sierra Club • Hui Ku Maoli Ola
The event brought civilian and military volunteers together to build garden boxes and plant edible plants, with a focus on native Hawai’ian flora. The teaching garden will help students learn not only how to grow their own food, but also the value of exercise and healthy eating. The garden is housed at Hickam Elementary School.
Students from Hickam Elementary School are joined by Alex O’Loughlin (sunglasses), Scott Caan, Masi Oka and Daniel Dae Kim from Hawai’i Five-‐0, and by Chris Marvin, Director of Civilian-‐Military
Partnerships/Mission Serve, ServiceNation. (HNL 2)
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Children from Hickam Elementary School at Joint Base Pearl Harbor-‐Hickam, HI get a less on native Hawai’ian plants now a part of the school’s teaching garden, built and planted by Veterans Day
volunteers from ServiceNation’s Mission Serve initiative.
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Texas Pride Spurs Veterans Day Volunteers
DALLAS—Some kids in North Texas saw the power of community and service in action for themselves on Veterans Day. ServiceNation, Bank of America and the Volunteer Center of North Texas brought volunteers from civilian and veteran life to work together on sprucing up the Boys and Girls Club’s East Dallas clubhouse.
Military and Service Partners included:
• Employees of Dell, Inc. • Military veterans and their families from Dallas-‐Fort Worth Metroplex • The Boys and Girls Clubs of Greater Dallas
Some of the activities included:
• Priming and painting murals in the club’s gym • Restriping the clubhouse’s parking lot • Painting the building’s exterior • Being “Reading Buddies to club members
Volunteers painting part of the Boys and Girls Clubs of Greater Dallas’s East Dallas clubhouse, as part of ServiceNation’s Mission Serve initiative on Veterans Day 2011. (DFW 1)
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Lisa Tatum writes cards to the children who attend the East Dallas Boys & Girls Club, after she and other volunteers painted the interior as part of ServiceNation's Mission Serve initiative on Veterans Day. (DFW
2)
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Veterans Day Role Reversal in San Diego
SAN DIEGO—Many Americans spent Veterans Day building care packages for men and women service in the Armed Forces. Meanwhile, veterans, active-‐duty military, and their families in San Diego led a project to build care packages for the homeless in the San Diego community. People converged on PETCO Park, home of baseball’s San Diego Padres on Veterans Day with a goal of:
• Building 750 care packages for civilian homeless communities in need • 150 of the care packages to children at The Monarch School, a school serving homeless
students.
Volunteers and partners:
• Bank of America • San Diego Padres
Together, as many as 80 volunteers built the reverse care packages, showing the close, nearly century-‐long ties between San Diego and the U.S. Military. Naval Base San Diego is principal home port for the U.S. Pacific Fleet; Naval Air Station North Island and Marine Corps Recruit Depot San Diego are both active bases and registered National Historic Landmark; Marine Corps Air Station Miramar is located in the San Diego suburbs; and Marine Corps Base Camp Pendleton is an hour’s drive from PETCO Park.
Soldiers, volunteers and the Swinging Friar, mascot for the San Diego Padres, pose at PETCO Park before the ServiceNation Mission Serve initiative’s reverse care package service project for Veterans Day 2011.
(SDO 1)
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The Swinging Friar, mascot for baseball’s San Diego Padres, helps volunteers from Bank of America and military families make “reverse” care packages for members of San Diego’s homeless community. (SDO
3)
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“Unbridled” Effort by Civilians and Military Members in Tampa Bay ODESSA, FL—ServiceNation and Bank of America partnered with U.S Central Command (CENTCOM) to lend an helping hand to a Tampa bay area horse farm. CENTCOM, which is the unified military command with jurisdiction over Afghanistan and Iraq, is headquartered at MacDill Air Force Base, about 30 miles south of the farm in Odessa, FL.
Quantum Leap Farms uses therapeutic and recreational horseback riding, carriage driving, and a variety of behavioral health sciences to lend a helping hand to veterans and civilians with disabilities. Workers spent the day removing, sanding, an dpainting the stable doors and repairing corral gates.
Volunteers included:
• U.S. Representative Gus Bilirakis of Tarpon Springs, FL • Bank of America employees • Command Sergeant Major Frank Grippe, U.S. Central Command • CENTCOM families.
Dr. Edie Dopking, Quantum Leap’s founder, told WTSP-‐TV after the event, “Today, we got a year’s worth of stuff done in about six hours, so it was really, really fantastic.”
Volunteers working the fence line at Quantum Leap Farms near Tampa, FL during the ServiceNation Mission Serve initiative’s Veterans Day “Day of Service” project. (TSP 1)
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Family helps clean out a stable at Quantum Leap Horse Farm on Veterans Day. The farm offers horseback therapy to injured service members and to civilians. (TSP 2)
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New York, New York: The Town So Nice, It Volunteered Twice NEW YORK—ServiceNation’s Mission Serve initiative brought the spirit of caring to two locations in New York City.
Between HBO’s world headquarters on Avenue of the Americas and an appearance two blocks away on ABC’s Good Morning America in Times Square, volunteers worked to build care packages for service members stationed in Afghanistan.
Partners included:
• Bank of America • Pat Tillman Foundation • American Red Cross • InGear
Joining volunteers from Bank of America, the Pat Tillman Foundation and the Red Cross were:
• Marie Tillman, widow of Army Specialist Pat Tillman • Kevin Jennings, CEO of Be The Change, Inc. • Retired Army Colonel John Tien, Managing Director of Global Operations and Technology,
Citigroup.
A quick ride on the 4 Train away, volunteers were making more care packages in the Great Hall of Yankee Stadium. Partnering with the USO and the New York Yankees Foundation, volunteers were joined by Yankees’ manager Joe Girardi and by Marine Corps Major General Melvin Spiese and cadets from the U.S. Military Academy to build the packages.
Mission Serve goes Coast to Coast: Volunteers appear in Times Square on ABC’s Good Morning America before starting work on a New York effort to build care packages for troops overseas. (NYC 2 (GMA))
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Volunteers in HBO’s New York headquarters build care packages as part of ServiceNation’s Mission Serve initiative on Veterans Day. (NYC 1)
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Wrestling Divas Pitch in for Boston Project DORCHESTER, MA—ServiceNation’s Mission Serve initiative for Veterans Day in Boston reached out directly to homeless New England veterans, t
Partners:
• Massachusetts National Guard • WWE
got a little extra help, as they prepared care packages for homeless veterans in the Boston area on Monday, November 14. Three of the WWE Divas, Kelly Kelly, Eve Torres and Alicia Fox, stopped by a veterans homeless shelter in Boston to lend their support to the cause.
Kelly Kelly tweeted later, “Putting together care packages for the homeless veterans it’s been such a wonderful morning can’t wait to see the smiles on there [sic] faces!”
Volunteers assembled about 250 packages at the Massachusetts National Guard Armory in Dorchester for delivery to the New England Center for Homeless Veterans in Boston.
The assembly line was humming, as three of the WWE Divas join the Massachusetts National Guard and ServiceNation volunteers to assemble care packages for clients of the New England Center for Homeless
Veterans. (BOS 1)
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WWE Diva Alicia Fox shakes hands with volunteers helping to assemble care packages during ServiceNation’s Mission Serve initiative with the Massachusetts National Guard on Veterans Day 2011.
(BOS 2)
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Bay Area Volunteers Reach Out to Homeless Veterans SAN FRANCISCO—ServiceNation and a coalition of service partners brought civilians, veterans, and military families together at the Presidio of San Francisco on 11-‐11-‐11 to serve other Bay Area veterans.
Partners:
• The Presidio Trust • Civic Assets • AmeriCorps-‐National Civilian Community Corps • Swords to Plowshares
Together with dozens of volunteers, the groups assembled lunches for homeless veterans in the City by the Bay. It’s fitting that this Mission Serve Veterans Day initiative should take place at The Presidio, because of the long history it had of reaching out to the San Francisco community during its 145 years as a U.S. Army post.
In the weeks that followed the devastating 1906 earthquake, troops from The Presidio fought fires and provided security throughout San Francisco. In 2011, the historic military site brought together people who volunteer to serve, both in the military and in their communities, n an effort to make Veterans Day a day of service and celebration.
ServiceNation’s Mission Serve initiative for 11-‐11-‐11 brought volunteers to The Presidio in San Francisco to make lunches for some of the Bay Area’s homeless veterans. (SFO 2)
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While older volunteers made lunches for San Francisco’s homeless veterans, younger helpers taking part in ServiceNation’s Mission Serve Veterans Day service project at The Presidio write notes of gratitude to
include in the lunch packages. (SFO 1)
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Water and Service Bring Renewal in Pacific Northwest SEATTLE—ServiceNation’s Mission Serve initiative even in the Northwest brought together volunteers for environmental stewardship in an eco-‐sensitive area along the Duwamish River in South Seattle.
Partners:
• Warrior Gateway • Veterans Conservation Corps • Sierra Club
Groups gathered to work on the ongoing restoration of the Hamm Creek Estuary. The area, near Seattle’s Boeing Field Airport, has been the focus of a 20-‐year effort to heal the ecosystem around the once-‐thriving area.
The Hamm Creek Esturary has also become a focal point of healing and transition for veterans. The work involved clearing some of the thick undergrowth (grasses, blackberry brambles) along the estuary’s banks, to help younger plants and trees grow.
Volunteers work to clear thick undergrowth along the banks of the Hamm Creek Estuary, south of downtown Seattle, as part of ServiceNation’s Mission Serve Veterans Day 11-‐11-‐11 initiative. Photo by
Raina Lovrien. (SEA 1)
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Volunteers of all ages pitch in during the ServiceNation Mission Serve service project in Washington state’s Hamm Creek Estuary. Photo by Raina Lovrien. (SEA 3)
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Volunteers Help Clean Up Popular Mile-‐High Trail DENVER-‐-‐Cherry Creek Trail drew the attention of veterans and civilians on Veterans Day. ServiceNation’s Mission Serve Veterans Day initiative focused on the nature trail that cuts through the heart of the Mile High City.
Military partners included:
• Warrior Gateway
• Veterans Green Jobs
• Colorado Hire Patriots
• American Women Veterans
They partnered with:
• Phoenix Multisport
• Sierra Club
• Denver Parks and Recreation Department
Civilians, veterans and military families worked together on Veterans Day working to clear debris and help restore parks along portions of the nearly 40-‐mile long trail popular with nature lovers and bicycle commuters, alike.
Volunteers get to work on projects along Denver’s Cherry Creek Trail, the Mile High City’s project in the 11-‐11-‐11 ServiceNation Mission Serve initiative for Veterans Day. (DEN 1)
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Denverites work to spruce up Cherry Creek Trail, as volunteers join in ServiceNation’s Mission Serve initiative on 11-‐11-‐11 (DEN 2)
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Tucson Veterans Day Project A Walk in the Park TUCSON-‐-‐Volunteers in Southern Arizona took care of one of the region’s many outdoor treasures: Tucson Mountain Park. Its 31.25 square-‐mile footprint makes it one of the country’s largest locally-‐administered open spaces. ServiceNation’s Mission Serve initiative project gave over 50 civilians, veterans, and military members and their families a chance to spend a cool day (by Arizona standards) working together as part of one community.
Military partner:
• Warrior Gateway
Service Partners:
• REI
• Southwest Conservation Corps
• Sonoran Arthropod Studies Institute
• Pima County Natural Resources, Parks and Recreation
Volunteers also came from:
• Davis-‐Monthan Air Force Base
• Fort Huachuca
• City of Tucson
• Pima County
Members of the Southwest Conservation Corps prepare to tackle improvement tasks at Tucson Mountain Park, as they join other volunteers in ServiceNation’s Mission Serve initiative on 11-‐11-‐11 (TUS 1)
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In the shadow of Arizona’s saguaro cacti, a shed at Tucson Mountain Park gets some new decoration on Veterans Day 2011. Volunteers took on several tasks, as they take part in ServiceNation’s Mission Serve
initiative. (Yes, they’re painting saguaros on the shed.) (TUS 2)