The U.S. Department of Veterans Affairs’ main purpose is to take care of America’s military Veterans after they leave the military with benefits like health care, home loans and pensions.
14 million Veterans haven’t applied for their benefits.
Encourage Veterans to apply.
We are speaking to a diverse group of multigenerational Veterans. When it comes to VA benefits, they think they already know what they need to know. The reality is that they know very little. To further complicate the matter, Vets don’t believe the VA really understands their needs, so we need to overcome that barrier and get them to find out more and apply for benefits.
Upon discharge, Veterans want to get back to the civilian things (e.g. play catch w/ their son, eat a home cooked meal, etc.) they’ve missed instead of doing more military related paperwork.
Source: Primary qualitative focus groups and quant research
Create a new ritual by celebrating the things Veterans want to do with the act of signing up for programs that will benefit the ones they love.
Vets, whatever your first thing was when you left the military, make applying for VA benefits The Second Thing.
The ad campaign ran on national broadcast media encouraging vets to go online and apply for benefits.
While official results were not shared by the VA, U.S. Secretary of Veteran Affairs was so pleased with the campaign that he rewarded the team with challenge coins to celebrate our efforts and grant us honorary military membership for serving our country.
Click on landing page below to see TV spots or go to http://www.squidbomb.com/#/usva/