Giving Something to Those Who Gave: How the Out-of-Home Industry Is Helping Veteran Tickets Foundation and 1st Tix Reach Millions
by Al Maag, author, Public Relations Vet Tix
The out-of-home advertising industry has always excelled at delivering powerful messages to large audiences. Every day, billboards and digital displays influence consumer behavior, build brands, and shape public conversations. But some of the industry’s most impactful work isn’t selling products at all. Sometimes, it’s about serving those who have served us.
For years, nonprofit organizations like Veteran Ticket Foundation (Vet Tix) and 1st Tix have partnered with leading out-of-home operators and media agency Three Agency to create one of the nation’s most successful purpose-driven awareness campaigns. Together, they have leveraged donated billboard and digital out-of-home inventory to honor veterans, all active military personnel, first responders, nurses, and 911 dispatchers, while expanding awareness of programs that provide free event tickets and memorable experiences to those who dedicate their lives to serving others.
The results are remarkable.
In 2025 alone, the campaign generated:
- 1,510 billboard and digital out-of-home placements
- More than $5 million in donated media value
- Over 862 million impressions nationwide
Those numbers demonstrate the tremendous reach of the OOH industry. More importantly, they represent millions of opportunities to connect deserving heroes and their families with experiences that strengthen family bonds, improve well-being, and remind them that their service is appreciated.
Founded in 2008, Vet Tix has grown from a garage operation into the largest Veteran Service Organization in the United States, serving more than 2.6 million members and distributing over 38 million free tickets to sporting events, concerts, performing arts programs, family attractions, and community events.
At the center of the campaign is a simple idea: use highly visible public media to tell a story of gratitude with outstanding graphics.
“Out-of-home advertising has given us the ability to reach communities across America with a message that is bigger than our organization,” said Maria Soto, Partner at Three Agency, representing the Vet Tix and 1st Tix awareness initiative. “Every donated billboard helps introduce more veterans and first responders to programs that can positively impact their lives. The support we’ve received from the billboard industry has been extraordinary from street corners, highways to airports we are being seen. Our biggest success has been our beautiful signage is in multiple locations at O’Hare Airport in Chicago and above the ticket check in at American Airlines spanning the terminal.
The campaign’s success reflects a unique collaboration among billboard operators who understand the value of community impact.
A critical component of the campaign’s effectiveness has been its creative execution. The striking artwork featured on many of the billboards is the work of Arizona-based artist Ryan Crain, from Ryan Crain Design, whose bold and distinctive designs help the messages stand out in crowded advertising environments. Whether depicting dynamic sports moments, military-inspired themes, or high-energy live entertainment, his artwork captures attention while celebrating the service, sacrifice, and resilience of the veteran community.
The graphics have become an important part of the campaign’s identity, helping transform a public-service message into a memorable visual experience. Whether promoting Vet Tix or 1st Tix, the artwork reinforces a sense of pride and appreciation that resonates with viewers.
Behind the scenes, Three Agency has played a significant role in coordinating and expanding the initiative nationwide. Working with billboard companies and digital OOH operators across the country, the agency has helped secure donated inventory that would otherwise represent millions of dollars in advertising value.
The partnership demonstrates how agencies can leverage industry relationships not only for commercial clients but also for causes that create measurable social impact.
“Every billboard donated to Vet Tix and 1st Tix helps us reach someone who may not know these programs exist,” said Michael A. Focareto III, Vet Tix Founder, CEO and U.S. Navy veteran. “The out-of-home industry has become one of our most valuable partners. Their generosity has helped us grow and connect millions of veterans and first responders with opportunities to enjoy time with family, build community, and create lasting memories.”
He continues, “We are able to track the results which are outstanding and who is signing up. This is important because through the kindness of our donors, we are getting more and more tickets donated to us, and we do not want them to go to waste.”
The campaign also arrives at a time when advertisers and media companies are increasingly focused on purpose-driven, consumer social responsibility initiatives. Consumers today expect organizations to contribute positively to their communities, and the billboard industry has repeatedly demonstrated its willingness to support meaningful causes.
For operators, the Vet Tix and 1st Tix partnership provides a powerful example of how available inventory can be used to create measurable public benefit. For agencies, it highlights how strategic planning and creative storytelling can amplify nonprofit missions. For communities, it serves as a visible reminder that the people who protect and serve us deserve recognition.
Perhaps most importantly, the campaign proves that out-of-home advertising remains uniquely positioned to unite people around a common purpose. Unlike many forms of media that target specific audiences, billboards speak to entire communities. They create shared experiences and public conversations. For example, this testimonial from a member and his wife attending the recent Cracker Barrel 400 race.
“As a veteran and 1st. Responder whom has served his Country for many years l just wanted to say Thank you to the two donors whom made this event possible for me and my wife. Without your assistance this weekend would not have been possible on a limited income. It is nice to know someone appreciates your service, Thank You !!” Edward, Lebanon, TN.
In this case, those conversations are centered on gratitude.
The more than 862 million impressions generated in 2025 represent far more than audience reach. They represent millions of moments when Americans were reminded to appreciate veterans, military personnel, the spectrum of first responders including, firefighters, law enforcement officers, EMTs, 911 dispatchers and RN’s.
As the campaign continues to expand, it stands as a compelling example of what can happen when creative talent, agency leadership, media operators, and nonprofit organizations work together toward a common goal.
The billboard industry’s contribution to Vet Tix and 1st Tix demonstrates that out-of-home advertising can do more than promote brands. It can strengthen communities, honor service, and deliver a powerful message of appreciation.
In an industry built on visibility, this may be one of the most meaningful messages ever displayed.
To learn more about the organization or to sign up or donate, visit VetTix.org.