“Va Did That?” Campaign
Client: U.S. Department of Veterans Affairs (VA); Veterans Health Administration (VHA)
Category: Strategic Campaigns | Public Relations/Communications | 78c. PR Campaign
As the nation’s largest integrated health care system, the Veterans Health Administration (VHA) provides care at 1,298 health care facilities and serves 9 million enrolled Veterans each year.
The “VA Did That?” social media campaign launched in 2021 to promote VHA as a national and global leader in health care delivery and innovation. VHA’s scientific and medical breakthroughs are shared both inside and outside its health care system and benefit not just Veterans, but all Americans. Each month, the achievements of select VHA programs were highlighted through posts on VHA’s social media channels (Facebook, Twitter, LinkedIn, and YouTube). Campaign materials—which include social media graphics and posts, fact sheets, videos, and blog posts—showcased the positive impact VHA care has on the lives of Veterans and the American public.
Past campaigns highlighted VHA's groundbreaking genetic research, simulation learning training programs for physicians, long COVID-19 research, and precision oncology treatments for Veterans.
The “VA Did That?” campaign reached more than 530,000 people across all VHA digital channels including social media, blog posts, YouTube, and newsletters. The campaign also helped elevate key programs initiatives and supported important programmatic objectives. For instance, the March 2022 campaign on the Million Veteran Program was instrumental in helping the program office reach a milestone of enrolling more than 900,000 Veterans in the study, towards its goal to enroll one million Veterans. The program office reported a significant bump in registrations shortly after the “VA Did That?” campaign launched.
The campaign now serves as a key amplifier for VHA strategic initiatives, including the August campaign showcasing VA’s commitment to supporting President Biden’s Cancer Moonshot Initiative.
Shereef Elnahal, Under Secretary for Health, U.S. Department of Veterans Affairs (VA), Veterans Health Administration (VHA)
Jerry Michaud, Executive Director, U.S. Department of Veterans Affairs (VA), Veterans Health Administration (VHA)
Tomas Harmon, Senior Manager, Titan Alpha
Alyssa Ritterstein, Senior Manager, Titan Alpha
Patricia Haigler, Senior Manager, Titan Alpha
Lisa Ellington, Manager, Titan Alpha