We developed a large-scale. high-impact, omnichannel campaign that reached over 16 million veterans across print, outdoor, digital, and social media. Designed customized visual systems and interactive frameworks tailored to 4 distinct audience segments and campaign goals. Pioneered a digital-first approach leveraging emerging channels like customizable HTML5 ads, geotargeted social content, and streaming video partnerships.
Challenge
Despite the VA offering a wide range of resources and benefits, many veterans remained unaware or did not utilize these services. This was often due to uncertainties around eligibility requirements or a feeling of being undeserving. The ChooseVA campaign was launched to directly address these issues by:
- Highlighting the VA’s core offerings and making veterans aware of what’s available
- Attracting talented individuals to future employment opportunities
- Retaining the VA’s top personnel and veteran employees
Our “Voices of Valor” approach places authentic veteran experiences at the forefront, building trust through shared stories of service and resilience. Guided by our “Digital Empathy” design philosophy, we create meaningful, multi-channel touchpoints that resonate with veterans’ experiences and preferences.
Our innovative approach leveraged cutting-edge multimedia tactics to raise visibility and foster genuine connections with the armed services community. By developing authentic, impactful assets with strategic storytelling at their core, we created a modern, digitally-driven campaign that resonated deeply with veteran audiences.
The ChooseVA message was amplified by combining veteran stories with VA service information through highly visible large-format print design. Federal advertisements were strategically placed in high-traffic locations tailored to reach the target veteran audience.
The campaign leveraged social media design and paid advertising on Facebook, Instagram, and other platforms, complemented by high-impact video ads and interactive HTML5 banner ads. This multi-pronged digital approach delivered over 2.7 billion impressions to key veteran demographics through strategic social posts, cutting-edge video content, and multimedia ads that efficiently promoted ChooseVA offerings.
A Grade
A Grade
Ohio 3.0 includes much smaller CSS
and JS files in the package.
Bold, strategic creative storytelling built trust and connection by ensuring veterans felt seen, heard and supported through relatable, impactful content distributed across social, web, and community platforms. Continuous feedback was incorporated to improve effectiveness.
6x Gold Awards
1x Honorable Mention
3x Gold Awards
Art Direction
Shakir Babb
Creative Director
Production
Ben P.
Sr. Designer & Illustrator
Jane P.
Creative Designer
Desmond J.
Creative Designer
Production
Daria J.
Motion Designer
Rob H.
Motion Designer