The Ad Council partnered with the Public Relations Society of America (PRSA) to find a firm for the Iraq and Afghanistan Veterans of America (IAVA). After request for qualifications narrowed the selection to three firms, Peppercom won the pro-bono work after a presentation to the Council.

The New York firm founded and run by Steve Cody plans to put their shoulder behind this important work both with traditional PR and by using their PepperDigital department to promote the advertising campaign online, as well as the social networking site for veterans on the IAVA site to raise awareness of Post Traumatic Stress Disorder (PTSD) and encourage vets and families to seek help and support.

IAVA, originally called Operation Truth was founded by Iraq war vet Paul Rieckhoff after returning from combat in 2004. Rieckhoff, a well spoken imposing figure who sports a shaved head, is an ideal spokesman for Vet issues and has been on everything from CNN, MSNBC, PBS NOW to the Colbert Report.