This case study examines the Veterans of Foreign Wars (VFW) efforts over the past 3 years through #StillServing, a movement to highlight the stories and voices of veterans who continue to serve their communities in various ways, provide avenues for communities to coalesce around volunteerism, and attract younger generations for a wider range of engaged veterans. With an overarching goal to amplify the perception of the VFW as a place for dedicated veterans of all stripes to continue their service to country and their communities, the campaign spotlights men and women who exemplify the best of what it means to be a VFW member through storytelling emphasizing diversity, tenacity, and an enduring commitment to serve. Informed by findings from individual interviews conducted with a diverse group of U.S. military veterans, targeted messages with specific calls to action were developed for younger veterans. The association sought to take advantage of the most relevant and effective media to share its message while ultimately encouraging the veteran and military community to share their own stories of continued service through #StillServing. The case shares lessons learned from the campaign's iterative approach and offers creative, tested strategies for other programs seeking to engage younger generations.

中文翻译：

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#StillServing：让年轻退伍军人继续服役

本案例研究考察了海外战争退伍军人 (VFW) 在过去 3 年中通过 #StillServing 所做的努力，这项运动旨在突出退伍军人的故事和声音，他们继续以各种方式为社区服务，为社区围绕志愿服务团结起来提供途径，并吸引年轻一代参与更广泛的退伍军人。该活动的总体目标是增强人们对 VFW 的认识，认为它是各种类型的奉献退伍军人继续为国家和社区服务的场所，该活动重点关注那些通过以下方式体现了 VFW 成员的最佳意义的男女军人：讲故事强调多样性、坚韧和持久的服务承诺。根据对不同群体的美国退伍军人进行的个人访谈的结果，我们为年轻退伍军人制定了有针对性的信息，并呼吁采取具体行动。该协会试图利用最相关、最有效的媒体来分享其信息，同时最终鼓励退伍军人和军事界通过#StillServing 分享他们自己继续服役的故事。该案例分享了从该活动的迭代方法中吸取的经验教训，并为其他寻求吸引年轻一代的项目提供了创造性的、经过考验的策略。