NEW YORK—Beyond Tribute, a nonprofit that has brought together leaders from business, the arts, veterans and civic groups along with citizens to change how we celebrate Memorial Day and Veterans Day, has selected DKC as its public relations partner as it builds awareness for its national grassroots initiatives.
Beyond Tribute is based on the idea that the sales promotion tools employed by businesses on Memorial Day and Veterans Day can be leveraged as fundraising and public awareness tools. Participating businesses across the country will donate a portion of the proceeds generated by these sales promotions to the Beyond Tribute cause. The funds will be allocated to a variety of charities that address Post Traumatic Stress Disorder, traumatic brain injury and combat-induced anxiety and depression.
DKC will build a multi-market public awareness campaign in advance of both the Memorial Day and Veterans Day efforts, with the twin goals of encouraging businesses to sign on to the initiative and steering consumers toward participating businesses. Sex and the City star Kim Cattrall has signed on as the national spokesperson.
Beyond Tribute selected DKC for its significant experience generating national attention for large-scale nonprofit initiatives, particularly those with a focus on veterans. In 2008, DKC played an integral role in helping the Campaign for a New GI Bill and the Fund for Veterans’ Education in their successful effort to influence the federal passage of a GI Bill for the 21st Century.