Driving Change with Visibility: National Media Strategy + Advocacy Rally Support
We worked with Unite for Veterans, a coalition of veteran and military service organizations leading the Unite for Veterans Unite for America event - an urgent call to protect the rights, jobs, and benefits earned by those who served. Held on the National Mall on the anniversary of D-Day, the rally brought together thousands of veterans, families, federal workers, and allies demanding accountability and action from policymakers.
At 10F Communications, we believe communications isn’t just about visibility - it’s about mobilization. This event wasn’t powered by corporate sponsors or massive organizations. It was built by veterans, advocates, and everyday people who refused to stay silent. From World War II-era vets to post-9/11 service members, from Gold Star families to labor unions and all those in between, the rally showed that when people show up - literally and collectively – their voices carry even further.
THE CHALLENGE
On June 6, 2025 – the 81st anniversary of D-Day - veterans, military families, and allies gathered on the National Mall in Washington, D.C., to defend the promise America made to those who served. The Unite for Veterans Unite for America rally was a large-scale, nonpartisan mobilization calling for the protection of federal jobs, veterans’ benefits, and access to services. Organized by a coalition of military and veterans service organizations and advocates, the event drew thousands of participants and significant media interest and support of the AFL-CIO as well as the renowned band, Dropkick Murphys, who headlined the event.
With national momentum building quickly and high-profile participants confirmed, organizers needed trusted media support that could scale with the urgency of the moment. Clear messaging, local press outreach, and day-of media operations had to come together seamlessly to amplify the rally's purpose and elevate voices from across the veteran community.
THE APPROACH
10F Communications provided comprehensive media coordination and press support. Our goal was to streamline communications, develop and manage day-of logistics for reporters, and equip spokespeople with strong, values-driven messaging.
WHAT WE DID
LOCAL MEDIA OUTREACH
Targeted engagement of regional and DC-area media outlets to drive earned coverage and increase attendance.
DIGITAL PRESS KIT DEVELOPMENT
Built a dynamic, shareable online kit including event backgrounders, speaker bios, photos, and key talking points to make it easy for reporters to cover the story with accuracy and context.
DAY-OF PRESS ENGAGEMENT AND MEDIA TENT COORDINATION
Acted as point of contact for all media on site, arranging interviews in real-time with rally hosts, veteran advocates, and federal workers. Additionally, 10F Comms edited and refined talking points to prepare speakers and ensure consistent messaging across interviews.
THE IMPACT
The event earned national and local media coverage, with well-positioned interviews that highlighted diverse voices and urgent calls to action. Thus far there have been 72+ placements, and inquiries continue.
Reporters were equipped with the right materials, the right contacts, and real-time support - allowing them to tell a more complete story of what the rally represented and why it’s just the beginning.
The strategic press tent setup ensured smooth coordination and a home base to file stories and conduct interviews in real-time with veterans and advocates.
“There's a connection with music," said [former Army Sgt. Will] Attig, who was one of the organizers of the event. 'Music is a part of the veterans community. ... Music is one of the ways we fight back.’"
This campaign embodied what 10F Communications stands for: amplifying grassroots momentum, connecting personal stories to policy impact, and reminding people that change is possible when communities raise their voices together.
“I wanted to take a few minutes to say a particular thank you to you. Your help throughout this process has been invaluable. From reaching out to the local press to creating a brilliant advance email for the press to your can-do attitude in the press tent, you were just brilliant. I can’t thank you enough and I would have you as my partner any time.”
