A salute to service alongside singer/songwriter, Lee Brice!

THE ASSIGNMENT

Raise awareness for the Intrepid Fallen Heroes Fund in XXX markets.

WHAT WE DID

CBS & NAPA Auto Parts developed a custom experiential & content program featuring the country music star, Lee Brice. In an intimate setting against the backdrop of a Backyard BBQ, Lee and his band gave a nod to veterans & their families at Fort Belvoir. As part of the program, Lee and his band host a private jam session with soldiers who participate in a PTSD music therapy program. CBS captured content from the event sharing across it’s platforms to share a remarkable story of overcoming a silent disease and use CBS platforms to be the voice for those who can’t advocate for themselves.

WHAT MADE IT GREAT

Advertising with a cause! We were able to create an program that combed star-power and content expertise with a charity angle raising awareness and funds for America’s heroes.