Hidden Heroes

Online Community, Website & Interactive Map


Draw vital attention to the untold stories of military caregivers, the Hidden Heroes, by building an online community that generates solutions to the challenges and long-term needs caregivers face.


Build a website, online community, and interactive map with a custom design and strategy specifically designed to reach post-September 11th military caregivers. Connecting and interfacing with Facebook and Saleforce.com to provide an easy-to-use, secure sign-up process for the private community.


Hidden Heroes founder, Elizabeth Dole, and caregiver advocate, Tom Hanks, debuted the website and community live on NBC’s Today show, followed by a launch-day ceremony at the US Capitol. In the first year, Hidden Heroes has grown to be the largest military caregiver community and a nationally known nonprofit brand.

How do you build the largest and most trusted community of military caregivers?

You never forget why you’re building it.

We worked with the Elizabeth Dole Foundation to launch the Hidden Heroes Campaign, which to reach military veteran caregivers to provide better access to resources and provide a community for caregivers nationwide. In less than four months, our team designed, developed, and launched the campaign website, including an interactive National Caregiver Map, a resource library, and a secure community for certified caregivers. In addition, we manage the campaign's social media promotion, including the development of content for celebrity spokespeople.

Elizabeth Dole and Tom Hanks launched the website live on NBC’s Today show. Designed with scale and security in mind, the site is also easy to find, use, and share. In his public remarks, Tom Hanks called the website “the cleanest I’ve ever seen.”

The website was specifically designed to reach post-September 11th military caregivers so it’s no surprise that social media sharing drives 33% of web traffic to HiddenHeroes.org, making it the #1 referral source—far above industry averages. This website project included custom digital branding, graphic design, Search Engine Optimization strategy, reporting and analytics, and all other aspects of the website and digital strategy.

The conversion rate for sign-ups increased with a simplified user experience

An interactive map shows the impact of Hidden Heroes, both national-wide and locally

Staff training and easy-to-follow documentation helped the internal team run the website and keep news current without outside help

Security played a key role in the project, especially as Tom Hanks launched the campaign on the Today show

Project Overview

Third-party Integrations
  • Salesforce.com
  • Donation platform
  • Facebook user authentication
  • Social media sharing
  • MailChimp 
  • Google Analytics
Other Features
  • Wordpress Content Management System (CMS)
  • Searchable resource library
  • Mobile responsive design
  • SSL / HTTPS encryption 
  • Backup / restore process
  • Staging & production environments
  • On-going security & patching
Custom design and content support
  • Images and photo carousels
  • Video
  • Icons and buttons
  • Text blocks
  • Social media integration
  • Content feeds