Tails of Valor goes hand in paw with tales of valor as a very special organization pairs canines with heroes who greatly benefit from the interaction. And for the past half-decade, Lamar Advertising of Allentown has played a key role in getting the message of this mission out to the public in the Lehigh Valley.

Founded in 2014, Tails of Valor, Paws of Honor Inc. provides rehabilitation through non-medicinal canine-assisted service programs. Their patented Journey with a Purpose and The Restorative Path programs help veterans, law enforcement and emergency personnel mitigate symptoms of Post-Traumatic Stress Injury (PTSI) and Traumatic Brain Injury (TBI).

“Lamar’s consistent support has been a cornerstone of our growth as we move into our fifth year of partnership,” Heather Lloyd, founder and executive director of Tails of Valor, said. “Their ability to amplify our message allows us to reach the whole person. When a veteran or first responder sees those images of hope while driving, they realize they don’t have to face their trauma alone.”

The Quakertown-based Tails of Valor is grateful for this strategic partnership with Lamar, which launched in August 2021. Lamar provides high-visibility digital billboard space to raise awareness for veterans and first responders seeking non-medicinal rehabilitation through Tails of Valor’s Journey with a Purpose. Lamar advertises all of Tails of Valor’s wellness programs.

Through this generous collaboration, Lamar has donated space on 27 rotating digital billboards across the Lehigh Valley. This multi-year commitment has provided hundreds of thousands of dollars on donated advertising, ensuring that the mission of Tails of Valor reaches the community it serves.

The billboards vividly visualize the impact Tails of Valor has on these heroes by often featuring candid moments of the human-canine bond, including powerful images of veterans who have transformed their lives through the program.

Because each Tails of Valor service dog is named in honor of a fallen soldier, the massive roadside displays serve as a public tribute to both the fallen and the living heroes currently walking their path to recovery.

This is a partnership rooted in service, as the connection between the two organizations is personal. Victoria Hammes, Lamar’s vice-president and general manager, felt a deep resonance with Tails of Valor’s mission to support those living with PTSI and TBI, as her father was a career Air Force pilot.

“Lamar of Allentown is committed to acting as a true public service for the Lehigh Valley community,” Peter Coleman, senior account executive at Lamar, said. “We view our role as amplifying the voices of local nonprofits like Tails of Valor. We are proud to contribute donated advertising that increases brand awareness and shares messages of inspiration, commitment and unconditional love.”

Founded in 1902, Lamar Advertising Company is one of the largest outdoor advertising companies in the world. Lamar of Allentown operates a variety of digital and static billboards throughout the Lehigh Valley, dedicated to helping local businesses and nonprofits reach their target audiences through innovative outdoor solutions.

About the programs

Lloyd explained Journey with a Purpose is “Our patented canine-assisted rehabilitation program where the client confronts trauma triggers from their past while learning to overcome them.

“Our experienced, professional staff supports physical and mental activities while the focus remains on regaining community connections and a better quality of life with the unconditional love of a service canine. This is a journey of commitment to post-traumatic growth,” Lloyd said.

“We have graduated 77 service teams in 11 years. This program has benefitted 76 veterans and police officers as individuals but that number is countless when you add their families, friends, workplace and community impact,” Lloyd said.

Launched in 2026, The Restorative Path is Tails of Valor’s newest program, a six-week wellness program intentionally designed to support veterans, law enforcement and first responder professionals as they continue their journey toward healing and growth.

“The program combines alternative healing modalities with structured mentorship, nutritional guidance and access to a strong peer group,” Lloyd said.

The first cohort of six participants started in March 2026. The program has so far benefitted six clients, their families and the community.

Community Canine promotes well-being with a wellness program featuring Tails of Valor’s community canines. This program provides the opportunity to enhance your facility with a trained canine specific for your community needs.

As part of the dogs’ training, community outreach, advocacy, education and fundraising, Tails of Valor holds Puppy Love Days, visits schools, retirement communities, corporations and tours the mall, Lehigh Valley International Airport and even the zoo. Businesses, organizations and schools can contact Tails to arrange a visit.

Tails of Valor also does speaking engagements for service organizations, churches or schools and asks for some form of support, such as a small remuneration, arranging a fundraising and team-building activity with the organization gathering donations from its staff.

All clients are required to start their first steps of the journey at Tails of Valor’s Quakertown campus. Some clients hail from other parts of Pennsylvania like Pittsburgh, Scranton and Lancaster County.

Tails of Valor is 100 percent donation based so it always has events planned, and always participates in community events for Memorial Day and Veterans Day.

This year’s special events featured an Afternoon Tea Paw-ty Feb. 15 at Jaquelyn’s on Main, Coopersburg; Networking Mix and Mingle with Tails of Valor April 14 at Edge Restaurant; Chef Inspired Bingo May 1 at DeSales University, Center Valley; and the Fourth Annual Tails of Valor Golf Tournament June 5 at Old Homestead Golf Club, New Tripoli.

Future events include “The Raven” – an evening bringing the most beloved works of Edgar Allan Poe to life and off the page onto the stage while enjoying a chilling dining/cocktail experience just in time for Halloween – Oct. 17 at McCooles Arts and Events Center, Quakertown; Journey With A Purpose, a nostalgic patriotic fundraising evening Nov. 7 at America on Wheels Museum, Allentown; and Santa and Sangria Photo Fundraising Event Nov. 22 at Black River Farms Winery.

As a privately funded 501 (c) (3) that receives no federal funding, Tails of Valor relies on community partners like Lamar to maintain its commitment to providing services at no cost to participants.

“Tails of Valor believes in building strong partnerships with our local community. Lamar was a natural partner,” Lloyd said. “They are locally owned, believe in building a better community and are dedicated to supporting veterans.

“We love the dedication to education and growing our mission together.”

“Tails of Valor and all of our programs will continue to grow and evolve to best meet the needs of our nation’s heroes: our veterans, law enforcement and first responders,” Lloyd said.

For more information on Tails of Valor, its programs and events visit tailsofvalor.org/.