The Call of Duty Endowment (C.O.D.E.) was founded to give back meaningfully to the heroes who inspire the Call of Duty franchise. Its mission is to help U.S. and U.K. veterans find high-quality employment after military service and raise awareness of the value veterans bring to the workplace. Since its founding, the Endowment has placed 169,000 veterans into jobs and counting.
In November 2025, in honor of Veterans Day and Call of Duty: Black Ops 7 launch, the Endowment debuted the Call of Duty Endowment (C.O.D.E.) Legacy Tracer Pack (#CODELegacy) in Call of Duty: Black Ops 7 with 100% of Activision’s net proceeds benefiting the Endowment. The campaign aimed to raise critical funds for veteran job placement while increasing awareness and emotional connection to the Endowment’s mission. It also encouraged Call of Duty players to purchase the pack, helping us reach our goal of placing 2,000 veterans into high-quality jobs and highlighting real-life veteran representation in-game.
Authentic representation means partnering directly with those whose lived experiences shape the stories told in‑game. Danielle Green’s story of strength, perseverance, and recovery after being severely wounded in combat anchored the Legacy Tracer Pack campaign. As a woman veteran who inspires audiences worldwide, Danielle’s voice was embedded throughout—from co‑creating the in‑game pack to leading the content that brought it to life. Her involvement made clear how supporting the Endowment’s in‑game charity pack directly fuels veterans’ long‑term success.
From the outset, the team set out to ensure the pack was not only authentic and accurate, but also delivered impact beyond the game. This vision led to a partnership with Open Bionics, a global leader in affordable, cutting‑edge bionic limbs. United by a belief that storytelling and representation can uplift communities, the collaboration brought new cultural relevance to the Hero Arm—already a breakthrough in accessible bionic technology. Activision and Endowment teams worked closely with Open Bionics to ensure the in‑game version was not only visually striking, but grounded in the real engineering that makes the Hero Arm so innovative.
To reach Call of Duty players effectively, the team developed a player‑first strategy rooted in gameplay data, purchasing insights, and community behavior. These insights informed every decision—from pack design to marketing approach—ensuring the experience resonated with both players and veteran supporters. Working hand‑in‑hand with Danielle, the team co‑developed themes, visuals, and storytelling elements to reflect her perspective and create emotional resonance. The result was a pack that stood out not only for its charitable impact, but as a premium and meaningful in‑game offering.
The campaign drove awareness, engagement, and revenue through high‑impact creative deployed across Endowment and Call of Duty owned, earned, and paid channels. Informed by prior campaign performance and player insights, assets included a game‑focused teaser, a Veterans Day trailer, a gameplay trailer highlighting the pack’s unique tracers and operator design, as well as static billboards and beauty shots. USAA partnered with the Endowment to expand reach, offering free Legacy Tracer Packs to U.S. service members and veterans while developing complementary content centered on Danielle’s story and the pack’s features.
Content was distributed across Instagram, X, Facebook, LinkedIn, YouTube, and TikTok, with platform‑specific creative tailored to each audience. Reach was further amplified through paid media and organic support from Activision, Xbox, partners, influencers, and grantee organizations. Additional targeting connected with players and military audiences through in‑game messaging, blog content, email, and U.S. Veterans Association channels.
At every touchpoint, the campaign prioritized thoughtful, empowering representation—reflecting the intersectional identities Danielle embodies, and resonating with the diverse community of players engaging with the content.
As with all Endowment activations, seamless execution was powered by deep cross‑functional collaboration across Activision’s marketing, game development, PR, digital, editorial, and Lifecycle Marketing teams. Strong leadership and strategic alignment enabled the campaign to build year over year—introducing new mechanics, deepening storytelling, and expanding its reach and impact.
The Legacy Tracer Pack didn’t just raise awareness—it delivered tangible, life‑changing outcomes. Through pack sales, the initiative helped fund the placement of 2,895 veterans into high‑quality civilian jobs, directly supporting service members transitioning into meaningful post‑military careers. This outcome underscores the project’s commitment to real‑world impact, extending far beyond the screen.
The integrated campaign surrounding the Legacy Tracer Pack achieved exceptional reach and engagement across platforms, demonstrating both the cultural resonance of the initiative and the strength of Danielle Green’s creative direction.
Campaign Performance Highlights
The Legacy Tracer Pack captured attention far beyond the gaming world. The project generated significant cross‑industry media coverage, underscoring its cultural relevance and broad appeal.
Coverage spanned:
These results illustrate a campaign that not only captured attention but inspired action—mobilizing players, amplifying the message of limb‑difference inclusion, and driving meaningful contributions to veteran employment programs.
