The Navy League, a nonprofit civilian organization that supports the U.S. Navy, Marine Corps, Coast Guard and Merchant Marine, is set to debut its first ad campaign, via Asylum.
The first execution in the pro bono print effort—which seeks to grow the Arlington, Va.-based organization's 76,000-member list—is slated to break in military-themed publications in March. It features a ship sailing into the sunset with the headline: "No matter where they are, make them feel at home."
Additional copy provides a description of the 100-year-old organization, which also supports youth programs (such as the Naval Sea Cadet Corps), and urges readers to join the league. There is no tagline.
Production on the execution began shortly after Sept. 11, but rather than hinder efforts to complete the work, it augmented them, according to Mark Trippetti, managing creative director at Asylum in New York. "There's a large emotional issue at the core [of the campaign]," said Trippetti. "[Sept. 11] provided more clarity about the emotional issue for us."
Three more ads in the effort are in development, Trippetti added.