The Least We Can Do (The PenFed Foundation Song) is a heartfelt music video that amplifies a simple yet profound message: while not everyone serves in the military, we can all serve our country by giving back to those who do. Created as a call to action, the video inspires viewers to support service members and their families through organizations like The PenFed Foundation. With a goal to drive donations, deepen awareness, and unite audiences around the spirit of giving, this campaign combines powerful storytelling, moving visuals, and a resonant soundtrack to make an impact.
The music video was born from a desire to create a unifying anthem that would honor service members and inspire collective action. The song’s lyrics echo the sentiment that while military service isn’t everyone’s path, giving back is something we can all do. Our goal was to transform this sentiment into a visual and emotional experience that not only moved audiences but also motivated them to contribute to The PenFed Foundation’s mission.
The strategy focused on three main elements: emotional storytelling, shareability, and a clear call to action. The video needed to evoke a sense of gratitude and urgency, bridging the gap between appreciation for veterans and tangible action. Social media platforms were chosen as a primary distribution channel, leveraging their ability to spark emotional engagement and drive traffic to the Foundation’s donation page.
The music video featured a blend of poignant imagery, including scenes of military families, veterans, and community volunteers, interwoven with the artist’s emotive performance. Every visual element was carefully chosen to complement the song’s message of service and gratitude. The video was shared on Instagram, Facebook, LinkedIn, and YouTube to maximize our reach. It was also shared to The PenFed Foundation website. Each post included a direct link to the donation page and a caption to connect with our audience and encourage action
The campaign was supported by targeted ads, partnerships with the songwriters who shared and engaged with the post, and outreach to existing supporters.
One challenge was balancing the emotional weight of the subject matter with an uplifting and actionable tone. This was addressed by focusing on stories of resilience and the tangible impact of giving. Another hurdle was ensuring the video’s reach in a crowded digital space; this was overcome through strategic targeting and partnerships with key advocates who helped amplify the message.
The music video exceeded expectations, resonating deeply with audiences and driving meaningful action.
The video garnered over 70,000 views across platforms within the first month, reflecting its widespread appeal and shareability and we had nearly 3,000 link clicks on the post. This post was part of our End of Year Giving campaign which ultimately brought in nearly $5,000, directly supporting programs for service members and their families. During the month this was posted, our 3-second video views increased by 270% and our 1-minute video views increased by 550%. We also reached over 1.1 million people that month on Facebook alone.
This campaign stands as a testament to the power of music, storytelling, and a clear call to action. By combining creativity with purpose, “The Least We Can Do” united audiences in a shared mission to honor and support those who serve.