VA Leading the Way
A Targeted Marketing Campaign for the VHA’s Under Secretary for Health.
Awards: MUSE Silver, Hermes Honorable Mention, and dotCOMM Gold
Objective:
The VA USH launched the "VA Leading the Way" campaign to showcase its priorities for Veterans' healthcare. The campaign targeted a diverse audience, including government officials, Veterans, and the public. It aimed to highlight the VA's achievements and strategic goals while increasing engagement and support for its initiatives.
Strategy & Implementation:
A cohesive design language, based on the VA Brand Guide, was established which included a distinct brand mark, bold typography, and bright colors which were used to reinforce brand identity. Social media graphics, placemats, one-pagers, and infographics were developed to communicate key metrics, achievements, and future initiatives. The materials were designed to be both informative and persuasive, helping to secure ongoing support.
For the first time, the VA developed a web-based annual report. The VALTW branded website included interactive features and videos, allowing visitors to explore data, read success stories, and view multimedia content. It provided a transparent, engaging way for stakeholders to understand the VHA’s priorities and accomplishments.
Result:
The "VA Leading the Way" campaign successfully used custom-branded design and innovative digital solutions to amplify VA's message, earning recognition for both its aesthetic quality and strategic effectiveness.