Four Pennsylvania posts sponsor a Legion membership recruitment ad that’s aired on eight movie screens.
Tom Lawson was watching television when a membership recruitment commercial for a veterans service organization aired. With membership at the forefront of American Legion departments, districts and posts nationwide, the commercial sparked an idea for Lawson — airing Legion membership recruitment ads in movie theaters.
"Our post has been trying everything we can do to get membership up," said Lawson, adjutant of Post 674 in Mt. Holly, Pa. "I don’t know what else to do, so I thought about a movie theater ad and thought why not try and see if it works."
Lawson first contacted the director at Regal Cinemas Commons 8 in Carlisle, and they were on board to feature a Legion ad for $2,000, which included the theater creating the ad and a six-month airing. He then spoke to three other nearby posts to get their input and buy-in to help pay for the ad. Besides Post 674, the other posts sponsoring the ad include Post 109 in Mechanicsburg, Post 421 in Newville, and Post 223 in Shippensburg.
The 15-second Legion recruitment ad promotes the Legion Family and directs people to "The American Legion of Cumberland County PA" Facebook page. To view the ad, click here. It has been airing on eight movie screens and two entryway screens at Regal Cinemas Commons 8 since Feb. 6. In total, the ad will be displayed 49,000 times over the course of six months.
After six months, the four posts will evaluate the ads success with an option to renew.
"We really want to get the younger veterans and feel this is a great way to reach them," Lawson said. "The younger veterans need our help more than anything."
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