ONE of ONE CHAPTER AND STAFF TOOLKIT
#OneOfOne
TABLE OF CONTENTS FILES TO DOWNLOAD...................................3 Template Documents...............................3 Brand Assets..............................................3 PVA HISTORY...............................................4 INTRODUCTION............................................5 Campaign Goals.........................................5 Timeline and Integrated Campaigns......6
MARKETING MATERIALS........................... 11 Advertising Templates.......................... 11 HOW YOUR CHAPTER CAN HELP............... 12 Promotional Ideas (Non-Event)........... 12 Promotional Event Ideas...................... 13
BRAND GUIDANCE.......................................7 Basic Logo Rule Reminders .....................8 Logo Color Reminders..............................8
MEDIA RELATIONS..................................... 14 Working with Reporters....................... 14 Pitching Tips........................................... 14 How to Find a Media Contact.............. 15 Interview Tips........................................ 15 Media Follow-Up................................... 15
TALKING POINTS.........................................9 One Of One Campaign .............................9 What Makes PVA One of One?.............. 10
SOCIAL MEDIA........................................... 16 Tips and Best Practices........................ 16 Sample Social Media Posts.................. 16
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FILES TO DOWNLOAD Download template documents and brand assets at: PVA.org/ChapterResources PVA.org/StaffResources TEMPLATE DOCUMENTS
BRAND ASSETS
• Media advisory
• PVA logo (three colors)
• Press release
• PVA Chapter logo (three colors)
• Sample campaign social media posts
• PVA Chapter campaign print ads • PVA Chapter campaign digital ads • PVA campaign social media graphics
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PVA HISTORY Eighty years ago, our founding members came home from World War II with spinal cord injuries and found they couldn’t fully access the country they had just defended. They couldn’t comfortably live in their homes. They couldn’t access public transportation. They found barriers to independence everywhere: from workplaces and sidewalks to stores and restaurants. Refusing to be limited or defined by their injuries, these veterans banded together to form Paralyzed Veterans of America to improve accessibility for themselves, their fellow paralyzed veterans, and ALL people with disabilities. PVA embodies that same heart of service today. While our mission still centers around supporting veterans living with spinal cord injuries and diseases as well as accessibility, we have greatly expanded our efforts, scope of programming, and impact.
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INTRODUCTION On September 1, 2026, PVA will officially kick off “ONE of ONE,” a new public awareness campaign spotlighting its impact, while underscoring its dual mission: supporting veterans with spinal cord injuries and diseases, like MS and ALS, and advancing the rights and well-being of all people with disabilities. The year-long campaign features 53 weeks of storytelling celebrating the people, programmatic impact, and efforts PVA is taking to shape the future. The campaign will comprise the launch of the new “Voices of PVA” podcast, as well as a series of book releases, program launches, celebrity PSAs, and social media influencer campaigns — each representing a different facet of PVA. It will also include enhanced PSA pitching and geotargeting around PVA events and corporate partner campaigns, as well as several paid media opportunities in the form of experiential events, nationally televised shows, and publications. The campaign will culminate with our PVA’s “ONE of ONE” Gala in New York City on September 9, 2027. PVA Chapters, members, and staff are encouraged to raise awareness about this campaign in hopes of generating a united front and longstanding buzz about what sets PVA apart from other nonprofits and Veteran Service Organizations. This toolkit was developed to help you amplify this message. Reaching out to supporters, connecting with stakeholders, and sharing milestones on your social media channels will help drive brand awareness of PVA, as well as secure donations that enable us to continue delivering life-changing programs and services for the next 80 years.
PVA One of One Chapter and Staff Toolkit
CAMPAIGN GOALS 1. Build PVA brand awareness, reach, and audience 2. Highlight PVA’s uniqueness and impact 3. Build brand trust and credibility 4. Position PVA as the nation’s leader in the disability space *NOTE: As the year progresses, this toolkit will be updated to reflect changes in campaign messaging and planning, along with additional resources. The toolkit is designed exclusively for PVA Chapters and staff and is available at: PVA.org/ChapterResources PVA.org/StaffResources
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TIMELINE AND INTEGRATED CAMPAIGNS PVA has created a high-level marketing and communications calendar to help guide our messaging for the remainder of 2026 and into 2027. Our Marketing & Communications team will continue to provide materials for larger initiatives. Current resources can be found at PVA.org/ChapterResources and PVA.org/StaffResources. Throughout the year, this campaign will shine through PVA book releases, program launches, and new opportunities. Each month will highlight a different aspect of PVA’s important work, while switching to a new overarching theme every four months. While the 80th anniversary continues through December, this September we are transitioning into our more forward-leaning “ONE of ONE” campaign, slowly shifting the focus from PVA’s history to its current and future efforts.
MONTHLY FOCUS: SEPTEMBER-DECEMBER 2026 SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
Celebrating the People TRAILBLAZERS FAMILIES & CAREGIVERS Those who helped pave the way Our loved ones who are as unique for where PVA is today as the veterans they serve
VETERANS Our veterans who continue to serve our country
YOU Our donors, partners, sponsors, supporters and volunteers allow us to create real change
MARCH
APRIL
MONTHLY FOCUS: JANUARY-APRIL 2027 JANUARY
FEBRUARY
Programmatic Impact ADVANCING ACCESS & INCLUSION Fostering a culture of equitable treatment and belonging for all
PIONEERING CHANGE Creating the playing field where strength and spirit have no limits
BREAKING BARRIERS CHAMPIONING Challenging norms and removing INDEPENDENCE & CARE obstacles that hinder people Empowering and advocating for with disabilities veterans and people with SCI/D
MONTHLY FOCUS: MAY-AUGUST 2027 MAY
JUNE
JULY
AUGUST
Shaping the Future AIR TRAVEL Leading the fight for accessible air travel
INNOVATION Ensuring access to quality care and opportunities for all
PVA One of One Chapter and Staff Toolkit
ACCESSIBILITY Building a barrier-free world where accessibility for all is the norm, not the execption
HEALTHCARE Investing in cutting edge research and emerging tech to advance SCI/D care 6
BRAND GUIDANCE NATIONAL AND CHAPTER LOGOS
NATIONAL LOGO
As PVA continues celebrating its 80th anniversary throughout 2026, Chapters, members, and staff may continue using the official 80th anniversary logo through December 31, 2026. The anniversary mark remains an important way to recognize this milestone year and honor eight decades of service, advocacy, and impact for veterans with disabilities. At the same time, we encourage all Chapters to begin transitioning back to PVA’s standard brand logo whenever possible. Consistent use of the primary logo helps strengthen brand recognition and supports ongoing efforts related to trademark and copyright protection. By incorporating the standard logo into your materials now, you are helping ensure a unified brand presence that protects and advances the Paralyzed Veterans of America identity for years to come. If you prefer to continue using the commemorative logo, we strongly encourage you to use it ONLY online and on digital products.
Logos available at: PVA.org/ChapterResources PVA.org/StaffResources
CHAPTER LOGOS
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BASIC LOGO RULE REMINDERS • Each Chapter has three logos: a full-color logo,
Clear space
a navy blue logo, and a white logo (known as a reverse logo) for your varying marketing and communications needs.
• Maintain a clear space around the logo on all
sides of at least the height of an upper case “P” as depicted on the right diagram. The logo should not be touching any other graphic elements or text.
Paralyzed Veterans of America Clear space
• For a letterhead, the logo should be flush left on the page.
Full-color logo showing required clear space
• For a press release or media alert, the logo should be flush right on the page.
LOGO COLOR REMINDERS On white or light gray backgrounds, please use the four-color logo. On navy blue, red, and dark gray backgrounds, please use the white logo. The navy blue logo may be used on white or light gray backgrounds.
White logo
Navy blue logo
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TALKING POINTS To ensure everyone is speaking with a consistent voice, we have updated key messages and talking points. We ask that you provide all members of your Chapter and staff with these materials to help answer any questions they may receive from friends, family members, and others outside of PVA.
“ONE OF ONE” CAMPAIGN
• This September, Paralyzed Veterans of America
• Barrier-Free America Award: PVA will honor a leader whose work in accessible design is exceptional.
• PVA’s “ONE of ONE” campaign is designed to
• National Veterans Wheelchair Games: PVA and the U.S. Department of Veterans Affairs will bring disabled veterans together for a week of competition, camaraderie, and a celebration of what is possible.
announced the launch of a new brand awareness campaign entitled “ONE of ONE.” spotlight PVA’s impact, while also underscoring its dual mission of supporting veterans with spinal cord injuries and diseases, like MS and ALS, and advancing the rights and well-being of all people with disabilities.
• The year-long initiative will feature 53 weeks of
storytelling, book releases, program launches, public-facing brand activations, and celebrity PSAs — each representing a different facet of PVA.
» Each campaign moment will bring to life the
breadth of PVA’s work and its role in advancing change.
• The campaign will unfold through a series of milestones, including:
• Yes, You Can!: PVA will release a practical guide designed to help people newly injured or diagnosed with a spinal cord injury navigate life. • “Voices of PVA:” PVA will launch its first podcast designed to inform, empower, and connect disabled veterans, people living with disabilities, and those who support them. • Access to the Skies Summit: PVA and All Wheels Up will assemble experts in aviation accessibility to discuss ways to break down barriers in air travel.
• PVA “ONE of ONE” Gala: PVA will host an evening celebrating the individuals, partnerships, and progress that have defined its legacy while helping shape the future of its impact. • PVA on the National Stage: PVA will bring its message to South by Southwest, major NASCAR events, like the Coca-Cola 600 and Daytona 500, among other activations.
• The campaign announcements will culminate with PVA’s “ONE of ONE” Gala in New York City on September 9, 2027.
• The goal of PVA’s “ONE of ONE” campaign is to
reach new audiences, deepen public awareness of PVA’s long-standing role in the disability community, and reinforce its commitment as a trusted partner to veterans with spinal cord injuries and diseases, and the broader disability community
• Accessible Home Design: PVA will debut the fifth edition of its home design book focused on creating spaces that support accessibility, independence, and everyday living for wheelchair users.
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WHAT MAKES PVA ONE of ONE? For 80 years, PVA has been a singular force for change, transforming the lives of paralyzed veterans, while also advancing rights and well-being for all people with disabilities. PVA is not one of many organizations doing this work. It is the ONLY nonprofit, Veteran Service Organization uniquely focused on veterans with spinal cord injuries and disorders, such as MS and ALS, while creating lasting change that benefits the entire disability community. There are six (6) stand out factors that make PVA “ONE of ONE.” They include: 1. EXPERTISE: PVA has licensed medical professionals, legal experts, and architects on staff who advocate for veterans’ rights and benefits, improve access to specialized care, help shape national accessibility standards, and advance barrier-free design. 2. ACCESS: PVA is the only nonprofit Veterans Service Organization granted access inside all 25 VA SCI/D centers, helping drive continuous improvements across the VA’s specialized SCI/D care system. 3. INNOVATION: PVA pioneered wheelchair basketball and helped establish the rules and regulations for adaptive sports, like disc golf, creating new opportunities for disabled veterans and people with disabilities to compete on a more level playing field. 4. ADVOCACY: For 80 years, PVA has helped pass landmark legislation and shape policies — from the Americans with Disabilities Act and accessible air travel bills to voting rights and health care — advancing greater independence and opportunity for all people with disabilities. 5. ADVANCEMENT: PVA advances groundbreaking research and education through studies, partnerships, grants, and initiatives with leading universities, including Yale, Harvard, and Stanford, helping advance knowledge, emerging technologies and better outcomes for people living with SCI/D.
• PVA’s Research Foundation (est. 1976) has invested over $57M in research grants to find a cure for paralysis and improve the lives of people living with SCI/D — like Journavx, the first FDA approved non-addictive pain medication released last year.
• Meanwhile, PVA’s Education Foundation (est. 1986) has invested over $9.5M in education grants to develop tools that expand SCI/D understanding and best practices.
6. REACH: PVA extends its expertise worldwide through publications that reach more than 60 countries in four languages. PVA is “ONE of ONE” because no other organization brings together this depth of expertise, access, innovation, advocacy, advancement, and reach. PVA’s impact is not confined to one area — it spans into the systems, standards, and opportunities that shape lives.
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MARKETING MATERIALS
CAMPAIGN NEWS TEMPLATES
Campaign media advisory and press release templates will be available for download at PVA.org/ChapterResources ADVERTISING TEMPLATES PRINT ADS: FULL, HALF, AND QUARTER PAGE
DIGITAL ADS: 728X90, 300X250, 300X600
728 x 90
1/2 page ad
300 x 250 Full page ad 1/4 page ad
300 x 600 PVA One of One Chapter and Staff Toolkit
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HOW CHAPTERS AND STAFF CAN HELP PVA Chapters and staff can help amplify the “ONE of ONE” campaign by using ready-made materials in this toolkit. Hosting an event, engaging local media, and sharing content on social media are simple ways to raise awareness among veterans and supporters in your community. PROMOTIONAL IDEAS (NON-EVENT) 1. Kick off a “What Makes You ONE of ONE?” Social Campaign. Invite local veterans/members, supporters, volunteers, staff, and partners to answer one simple question: What makes PVA “ONE of ONE?” Turn responses into branded social graphics, reels and short videos. Encourage your Chapter members to like, share, and retweet social media posts as their engagement broadens reach and increases awareness throughout the community. 2. Release “53 Things You Didn’t Know About PVA.” Publish one surprising PVA fact each week for 53 weeks. Make them highly visual and easily shareable. 3. Create a PVA “ONE of ONE” Firsts Campaign. Create a promotional series highlighting things PVA fought for, pioneered, or changed. Example: The first time. The breakthrough. The standard that became standard. This would be particularly powerful because it demonstrates PVA’s impact without simply saying “we’re unique.” 4. Kick off a “ONE of ONE” Countdown. Instead of only counting down to the PVA Gala, count down 53 campaign moments throughout the year. Each week reveals something new about your local PVA Chapter or the National Office, building anticipation leading up to September 9, 2027. Example: 53 weeks. 53 moments. “ONE of ONE.”
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PROMOTIONAL EVENT IDEAS Hosting an event is a terrific way to raise awareness about your Chapter by giving the media a strong local hook. Events are more compelling when there is visible activity and community participation. As you plan your year, consider ways to engage the public while highlighting PVA’s “ONE of ONE” campaign and impact. Ideas include: 1. Host a “ONE of ONE” Storytelling Day. Create a local storytelling event where local veterans/ members, volunteers, and supporters share a short story about a person, PVA Chapter moment, or experience that was “ONE of ONE” in their lives. Capture the stories on video or audio and post them social media and local PVA channels (i.e. website, newsletters, etc). 2. Organize a “ONE of ONE” Walk, Run, and Roll Event. Organize a community walk, run, or wheelchair event where participants dedicate their miles to a veteran, caregiver, advocate, or person with a disability who made a difference in their lives. Participants can create personalized “ONE of ONE” bibs or signs. 3. Create a ONE of ONE Accessibility Challenge. Invite local businesses, community leaders, and supporters to experience accessibility firsthand — navigating a space (like a local park or playground) using a wheelchair or other mobility device and identifying barriers. Have PVA members and accessibility experts lead the experience and offer practical solutions. 4. Set up a ONE of ONE Festival. Set up a branded PVA experience at a major local festival, race, or community event. Feature adaptive sports demonstrations, veteran stories, and accessibility education sessions, demonstrating how greater understanding and small changes can make a big difference for everyone.
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MEDIA RELATIONS Depending on the news cycle, the media may be more responsive than expected. Before you do any outreach, be sure you are ready to move quickly if they show interest. Review the guidance below, get organized, and create a communications plan.
WORKING WITH REPORTERS
• Chapters can select and train a spokesperson on key PVA and Chapter talking points. • Use a media alert to announce your event, including what, when, where, and interview opportunities. Even if reporters can’t attend, it may spark coverage. Afterward, send a press release summarizing what happened and why it matters. Media alert and press release templates are available.
PITCHING TIPS Media rooms are often busy workplaces. Before you reach out to a news station or reporter with a media alert or press release, be prepared.
• Be confident about your message. Reporters want strong community stories, and your story matters
because it is about providing support and resources to local veterans living with SCI/D and all people with disabilities.
• Send your media pitch via email and tailor it to the reporter (i.e., their name and outlet). Be sure the reporter covers the beat (or issue) in which you are interested. If your first email goes unnoticed, follow up with a phone call. Keep your email subject line and email copy short but detailed and send it early in the morning or mid-day at least a week or two before your event.
• Call local reporters and/or producers early in the morning or midday. Avoid calling during a live broadcast or late night.
• Know each outlet’s style and be familiar with recent stories. If they often do live location segments,
offer that in your pitch if possible. Same thing goes for a reporter’s recent story. Compliment the reporter on a recent or past story to show you are following this reporter and did your homework prior to reaching out.
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HOW TO FIND A MEDIA CONTACT
• If you have existing relationships, start there. • Look for “Contact Us” or “Story Idea” links, typically found in the newsroom section of a website or by scrolling to the bottom of the homepage.
• The assignment editor is usually the best contact, as they often review potential stories and assign them. If they aren’t available, try the news director. This is true for both television and radio.
• If you cannot find direct contact information, use the newsroom or News Desk address — they are monitored and could generate a connection.
• After sending a media alert, wait a day or two, then follow up. It’s normal for stations to ask you to resend information.
INTERVIEW TIPS Customize your key messages with local examples. Reporters want to understand both the national and community impact of PVA.
• Practice with your spokesperson through mock phone or on-camera interviews. Record them and watch the clip together to look for areas of improvement.
• Choose solid colors for TV and avoid sunglasses or transition lenses during outdoor interviews. • Attend the interview if you coordinated it and be ready to briefly introduce yourself, how you’re involved
with PVA, and what it means to you to help raise awareness about the impact of PVA’s work over the last 80 years.
• Bring printed key messages ready for the reporter as a leave behind to ensure accuracy in the final story. • Listen carefully to the interview so that you can help correct any accidental misstatements. MEDIA FOLLOW-UP After your story airs or publishes, send a thank-you email or handwritten note. This small gesture strengthens relationships and helps your Chapter stay top of mind for future coverage.
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SOCIAL MEDIA TIPS AND BEST PRACTICES To ensure PVA speaks with one voice, we encourage you to use the sample social media posts and graphics below, as well as to share them on your social media accounts. Please note: 1. Use the recommended copy below and update the highlighted sections with details specific to personalize the post. 2. Tag PVA with the appropriate handle, #OneOfOne hashtag, and links below. 3. Pair your post with the graphics available here. It is okay to post the same image more than once but try to refresh the message it accompanies. 4. Use the recommended copy below when resharing PVA’s posts about the podcast. . Sample social media copy and graphics available for download at PVA.org/ChapterResources. Handles
Hashtag
Links
Facebook: @ParalyzedVeterans
#OneOfOne
PVA.org/OneOfOne
Instagram: @pva1946 LinkedIn: @Paralyzed Veterans of America X (formerly Twitter): @PVA1946 Substack: @PVA1946 SAMPLE SOCIAL MEDIA POSTS Post #1 For eight decades, PVA has been a champion for #veterans with spinal cord injuries and diseases AND all people with disabilities. As a [PVA Chapter/ member / staff member], I know from personal experience that while it isn’t common knowledge, our impact is unmatched. It’s why PVA is ONE of ONE. For the next 53 weeks, we’ll be sharing the people, impact, and efforts that make PVA an organization unlike any other. It’s time this story is told. Follow along: PVA.org/OneOfOne. #OneOfOne
PVA One of One Chapter and Staff Toolkit
1080 X 1080 • FACEBOOK • LINKEDIN • X/TWITTER
1080 X 1350 • INSTAGRAM
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SAMPLE SOCIAL MEDIA POSTS Post #2 As a [PVA Chapter/ member / staff member], [I am/we are] so proud to be a part of PVA! For [me/us], PVA’s [CHOOSE ONE: expertise / access / innovation / advocacy / advancement / reach] distinguishes it from any other organization because [SHARE A PERSONAL EXPERIENCE OR EXAMPLE THAT DEMONSTRATES ITS IMPACT]. PVA is truly ONE of ONE. Check out PVA’s new public awareness campaign, #OneOfOne, to learn more about how its unique dual mission has a singular impact on #veterans and all people with disabilities: PVA.org/OneOfOne. Post #3 It’s [MONTH], and PVA’s #OneOfOne campaign is spotlighting [CAMPAIGN THEME WITH SHORT DESCRIPTION]. As a [PVA Chapter/ member / staff member], this is a moment to celebrate what makes PVA unlike any other organization because [SHARE WHY THIS IS SIGNIFICANT TO YOU OR YOUR COMMUNITY]. Comment or share this post to help raise awareness of PVA’s singular impact on #veterans and all people with disabilities!
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ACCESS YOUR CHAPTER TOOLKIT Download One of One documents and creative materials at: PVA.org/ChapterResources
Questions and Contact Information Oname Thompson Director of Marketing & Communications OnameT@PVA.org Elisa Lerner Director of Digital Communications & Marketing ElisaL@PVA.org