Every year, Stop Soldier Suicide's Army vs. Navy 100 Mile Run Challenge sparks intense camaraderie and friendly competition between fans of both football teams — all while raising critical funds for military members in crisis. This year, we took it up a notch. How? One word: 

Messenger.

Traditionally, we'd retarget past participants to encourage them to join the challenge again. But this year, we leveled up. Our ads don’t just ask people to join — they invite them to pick their side. Are they Team Army or Team Navy? Fans make their choice directly in Messenger, driving both engagement and team spirit from the start.

One week in, the results speak for themselves. From ads alone:

• 250+ supporters have picked a team in Messenger (Team Army has a slight lead!)
• 100+ supporters have subscribed in Messenger to receive future updates from Stop Soldier Suicide
• 30+ supporters have decided to start fundraising early for the challenge

In this short time, Stop Soldier Suicide has gained hundreds of new subscribers — all at a low cost and raising funds along the way. But the real win isn’t just these new connections. It’s what’s next.

Over the next two months, we’ll share game stats, historical highlights, and help participants hit their fundraising goals. Once this challenge wraps up, the relationship doesn’t end. These subscribers will stay engaged through direct messages during key moments like Veteran’s Day, Memorial Day, and Suicide Prevention Month — creating long-term value.

At $5 per new subscriber, this campaign is laying the foundation for sustainable engagement, revenue, and advocacy — not just now, but for years to come. And that’s the power of blending competition, community, and Messenger. 🏈

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