A full century after World War I, America still did not have a national Memorial. Without any living veterans to advocate for it, proponents faced an uphill battle. Public support would need to be mobilized, $50 million raised and bureaucratic hurdles surmounted. The experts said: impossible.

Project funding required compelling outreach to a highly diverse group of donors, including an ambitious grassroots effort. A Loma-produced video and PSA series combined historical elements with animations of the proposed design to inform and entice potential partners and donors.

As successful fundraising transitioned into physical construction, we produced branded digital, video and print assets at milestone moments to elevate public interest and garner media coverage. 

The FIRST COLORS Ceremony was the campaign’s culmination. We produced a hybrid livestreamed presentation and microsite that introduced the newly completed Memorial as a global destination venue while celebrating its legacy and ongoing educational mission. Hosted by Gary Sinise and featuring remarks from President Biden, the ceremony’s national scope was amplified by guest appearances of notable participants from many locations across the country, complemented by an entertainment program featuring a distinctive array of performers.

This successful conclusion to an “impossible” project was a beginning, not an end. We continue to support the ongoing public awareness and educational efforts of Commission’s non-profit partner, The Doughboy Foundation, through a new website, targeted digital marketing campaigns, a feature-length documentary and signature event promotion.