Home and Away

Sometimes even those who help others need to be helped, too.

To solicit contributions from readers and corporations for the USO of Metropolitan New York, Korey Kay & Partners broke a new print ad on Veteran’s Day that details the importance of the organization’s services.

The pro bono ad—the New York shop’s first for the client—is framed by images of military personnel and others in different situations (a sailor hugging a young woman, soldiers manning a tank). The headline at the top reads, “They’re there for us. We’re here for them.”

Copy adds that the USO, along with the U.S. military, is “being called into action” following the recent terrorist attacks. It notes the organization needs individual and corporate contributions to continue its services, which include providing shelter, entertainment and support for the U.S. military and members’ families. (The USO receives no government funding.)

The ad includes a cut-away donations card and is tagged, “Their home away from home.”

According to Allen Kay, agency chairman, the work is “as much humanistic as it is nationalistic.”

The ad is running in The New York Times and The Wall Street Journal.