Independent Agency, Troup, Launches New Service & Sacrifice Campaign for JFK Presidential Library 


By thelaegotist / /

The John F. Kennedy Library Foundation tasked independent agency Troup with driving awareness for a new exhibit, Service and Sacrifice, which tells the lesser-known stories of World War II.

Troup created an integrated campaign including tv, social and OOH to drive awareness of the exhibit. OOH features historical photos that document the military service experience of BIPOC, women, and other underrepresented groups while copy contrasts that with their treatment back at home in the U.S.

“They were awarded Purple Hearts and bronze stars but weren’t given equal rights,” reads a photo of African American soldiers of the 24th Infantry Regiment. “They broke through bunkers only to face racial barriers at home,” says another featuring a pair of soldiers from the 969th Field Artillery Battalion as they load up a bomb inscribed with a message: “Happy Easter, Adolph.” The line “They soared through clouds only to hit glass ceilings at home,” accompanies a photo of a proud pack of smiling servicewomen decked out in their military flight jackets.

“Our assignment was to make history relevant to today’s world and issues,” said Matt Dimmer, chief creative officer. “It’s interesting to see how the generations are linked by the struggle for equality and the struggle for recognition,” added Dimmer. This campaign suggests a link through history, connecting the challenges from the past to those that remain today.

“Troup’s campaign captures the essence of the Service and Sacrifice exhibition,” said Rachel Flor, executive director of the Kennedy Library Foundation, which oversees the marketing and advertising activities for the JFK Library. “From traditional print and TV to online advertising, it’s building awareness of the exhibition and driving attendance to our museum,” added Flor. 

“President Kennedy saw his service experience and those of others as ‘key to our characters’,” said JFK Library Director Alan Price. “I’m excited that this special exhibit will allow those of us who have no living memory of the war to share in the diverse stories of those who served in World War II to preserve democracy at home and abroad.”

This was Troup’s first assignment for the JFK Presidential Library and Museum. The agency has previously collaborated with Intuit TurboTax, Myprotein, NoMad Hotels, Simple Mills, The North Face, SelvaRey Rum, and Hum Nutrition, to name a few.


Agency: Troup

Matt Dimmer: Founder

David Whaite: Founder

Chris Sadlier: ECD

Editorial & Motion Graphics: What’s For Lunch Media

Keith Kristinat: Founder

Lexi Midkiff: Motion Designer

JFK Library & Museum

Alan Price: Director

Valerie Linson: Vice President, Communications & External Affairs

Rachel Flor: Executive Director

Rick King: Head of Marketing



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