Volume II - Factor 2
ChooseVA Product Demonstration
Videos
30 Second Video (Commercial Advertisement style)
Contractor: District Communications Group
Client: U.S. Department of Veterans Affairs, Office of Suicide Prevention
Year Produced: 2021
Award(s): Silver Telly Award
The Space Between Thought and Trigger video is part of VA’s “Keep It Secure” campaign, promoting secure firearm storage as a simple step that can save lives in moments of crisis. The campaign generated 141 million completed video views, 10 million website clicks, and 300 million ad impressions. Exposure significantly increased Veteran support for safe and off-site firearm storage, especially among younger viewers and in high-risk states.
60 Second Video (Informational style)
Contractor: Dynamic Integrated Services
Client: U.S. Department of Veterans Affairs, National Center for PTSD
Year Produced: 2023
Award(s): Gold Hermes Creative Award
As part of our work with the VA’s National Center for PTSD, DIS creates 8–10 motion graphic videos each year. The “VA Mental Health Apps: Self-Help at Your Fingertips” video promotes VA’s suite of mobile apps for mental health. NCPTSD wanted a video that promoted all self-help apps and highlighted the different situations in which the apps are helpful—Insomnia Coach for when someone cannot sleep or Mindfulness Coach for managing stress. This motion graphic video succinctly highlighted different apps and showed where and when someone could use them, providing NCPTSD with a visually appealing promotional tool. Since publishing on the VA YouTube channel, the video has received 1,700 views.
120 Second Video (Testimonial style)
Contractor: Dynamic Integrated Services
Client: U.S. Department of Veterans Affairs, Office of Women’s Health
Year Produced: 2022
Many women Veterans are unaware that VA offers comprehensive healthcare tailored to their unique needs—leading to underutilization of services they’ve earned. To address this misperception and build trust, we developed this video, “You Belong at VA.” The video was designed to speak directly to women Veterans, showcasing real stories and real care. With an assertive tone, it highlights VA’s commitment to respectful, personalized, and sensitive healthcare for women. By centering the voices of women Veterans and providers, the campaign reinforces one clear message: VA is built for all Veterans. The video is now a cornerstone of VA’s outreach efforts to increase enrollment and engagement among women Veterans nationwide.
Radio Advertisements
Contractor: Dynamic Integrated Services
Client: U.S. Department of Veterans Affairs, Loan Guaranty Service
Year Produced: 2024
The VA Home Loan radio PSA, “Brian and Amy,” shares how the VA loan benefit helped them achieve homeownership with ease and financial flexibility. The testimonial emphasizes the simplicity of the process and how skipping a down payment allowed them to invest in their new home, as well as afford a second home. The spot garnered nearly $250,000 in donated media value and aired more than 3,100 times in its first four months, including across key media markets during the highly competitive media landscape of the 2024 election season. Strong PSA performance in states with underutilized VA home loan benefits and in cities with large Veteran populations is raising awareness and driving utilization.
Contractor: District Communications Group
Client: U.S. Department of Veterans Affairs, Office of Suicide Prevention
Year Produced: 2023
This radio PSA features three Veterans of different ages and backgrounds calling the Veterans Crisis Line, each sharing a personal struggle—from grief and loneliness to financial stress. The spot closes with a clear call to action: dial 988 and press 1 to reach free, confidential support 24/7. It aired 1,152 times across 36 stations over five months, generating 3.68 million impressions.
Contractor: Dynamic Integrated Services
Client: U.S. Department of Veterans Affairs, Veterans Benefits Administration, Office of Strategic Engagement
Year Produced: 2020
Award(s): Platinum MarCom Award
To accomplish aggressive milestones and transform the narrative surrounding advocacy of Blue Water Navy (BWN) Veterans, we partnered with VA to launch a comprehensive communications outreach campaign, including this radio PSA, to raise national awareness and encourage Veterans to file BWN claims. The BWN TV (see below) and radio PSAs have aired a total of 27,860 times, with 38.4 million impressions and $2,594,635 in donated media value. Outreach efforts helped generate over 75,000 BWN claims submissions and more than $724 million in retroactive benefits paid during the first 7 months of program launch.
Digital Advertisements
Social Media
Women’s Health TRAIN campaign
Example 1 | Example 2 | Example 3
Contractor: Dynamic Integrated Services
Client: U.S. Department of Veterans Affairs, Office of Women’s Health
Year Produced: 2022
Award(s): Gold Hermes Creative Award
To address a Congressional mandate and a critical care gap—78% of women Veterans receive care outside VA—our client developed a training program to educate community healthcare providers on the unique needs of women Veterans. We were tasked with building awareness and driving adoption of this training. We launched a bold, visually striking outreach campaign targeting both the medical community and women Veterans. We designed high-impact social media ads featuring real women Veterans. The core message: women Veterans look like every other woman—so providers must ask if their patient served, not assume. The ads paired compelling visuals with a QR code for immediate access to the free, accredited training, while highlighting distinct health concerns often overlooked in non-VA settings. Our approach helped reframe provider perceptions and elevate recognition of women Veterans in healthcare environments.
Million Veteran Program Social Media
Contractor: Dynamic Integrated Services
Client: U.S. Department of Veterans Affairs, Million Veteran Program
Year Produced: 2024
To increase conversation around VA’s Million Veteran Program (MVP), MVP’s research findings, and related health topics, DIS created monthly editorial content for VA social media and VA News. These social media graphics are two examples of typical graphics the DIS team created and provided to VA to share across their Facebook, Instagram, and X accounts. The graphics aligned with overall MVP branding and often used iconography that DIS created as part of an icon library, ensuring a consistent and uniform look and feel. DIS’ efforts to increase the conversation around MVP on social media led to average monthly social media impressions of 5.2 million.
Blue Water Navy Ads
Example 1 | Example 2 | Example 3
Contractor: Dynamic Integrated Services
Client: U.S. Department of Veterans Affairs, Veterans Benefits Administration, Office of Strategic Engagement
Year Produced: 2020
Award(s): Platinum MarCom Award
To raise national awareness and encourage Veterans to file Blue Water Navy (BWN) claims, we created more than 50 unique materials, including 150 social media posts. During the campaign, there were 5,635,417 total impressions across YouTube Video, Facebook Newsfeed, and Google search ads. Outreach efforts helped generate over 75,000 BWN claims submissions and more than $724 million in retroactive benefits paid during the first 7 months of program launch.
Website Ads
PTSD Mobile App Ads
Example 1 | Example 2 | Example 3
Contractor: Dynamic Integrated Services
Client: U.S. Department of Veterans Affairs, National Center for PTSD
Year Produced: 2024
The National Center for PTSD wanted to promote some of their mobile apps for mental health as part of their digital advertising campaign to drive downloads of the apps. We opted to promote NCPTSD’s flagship app, PTSD Coach, across all four flights of the campaign and also do a test campaign highlighting two lesser-known apps, PTSD Family Coach and Beyond MST, during flights 2 and 3, respectively. The app promotion campaign led to 4,013,353 impressions, 96,809 clicks, a 2.41 click-through-rate, and 30,676 installs of the three apps.
IVMF V-WISE Ads
Example 1 (300×250) | Example 2 (300×600) | Example 3 (320×50) | Example 4 (1080×1080)
Contractor: Dynamic Integrated Services
Client: Syracuse University, D’Aniello Institute for Veterans and Military Families (IVMF)
Year Produced: 2024
The V-WISE ad campaign was created to drive awareness and increase applications for the IVMF V-WISE program. The campaign targeted women Veterans and military spouses launching or growing their business by using targeted digital ads and outreach to engage potential participants across platforms. We aimed to maximize qualified traffic to the V-WISE landing page and encourage event registration for the October 2024 in-person capstone and networking event in Salt Lake City. With over 5.7 million impressions and 16,016 clicks across platforms, IVMF successfully reached its V-WISE enrollment goals.
Veteran Home Loan Ads
Example 1 (300×250) | Example 2 (320×50) | Example 3 (320×100) | Example 4 (728×90)
Contractor: Dynamic Integrated Services
Client: U.S. Department of Veterans Affairs, Loan Guaranty Service
Year Produced: 2024
The VA Home Loan digital display ads target real estate professionals with data-driven messaging that counters misconceptions about the VA loan program by highlighting the competitiveness of VA loans and the value of the Veteran homebuyer market. Strategically placed on high-traffic industry websites like Zillow, Realtor, Trulia, and NAR, the ads are part of a multimodal campaign reaching over 81,000 households and nearly 20,000 real estate offices. Part of a broader media strategy that includes LinkedIn, Bing/Google search, and social media placements, the campaign is expected to reach 81,000 real estate professionals and 19,000 real estate offices to influence decision-makers directly where they work and search for information.
Million Veteran Program Ads
Example 1 (300×250) | Example 2 (300×600) | Example 3 (320×100)
Contractor: Dynamic Integrated Services
Client: U.S. Department of Veterans Affairs, Million Veteran Program
Year Produced: 2023
Award(s): PRSA Silver Anvil Award for Integrated Communications in Government and Best of Silver Anvil Awards in 2024
In May 2022, we developed an integrated communications and marketing strategy to propel VA’s Million Veteran Program to its “million Veteran milestone” by Veterans Day, 2023. This campaign included a 20-week paid advertising campaign that concluded in November 2023 and resulted in 33,984,656 total impressions, 160,226 unique clicks, 5,067,391 complete video views on Google ads, and 161,248 completed views on Facebook/Instagram. MVP enrolled its one millionth Veteran three days ahead of our goal. This campaign received the top PRSA marketing award in the country, the 2024 “Best of Silver Anvil” Award.
Public Service Announcements
Contractor: Dynamic Integrated Services
Client: U.S. Department of Veterans Affairs, Loan Guaranty Service
Year Produced: 2024
This 30-second PSA, Making Homeownership Possible: A Veteran’s VA Home Loan Story, tells one Veteran’s story of turning the VA home loan benefit into a life-changing milestone. The announcement highlights how VA home loans make homeownership achievable with no down payment and dedicated support. The Veteran featured emphasizes how the VA home loan process was accessible and truly rewarding.
Contractor: Dynamic Integrated Services
Client: U.S. Department of Veterans Affairs, Veterans Benefits Administration, Office of Strategic Engagement
Year Produced: 2020
Award(s): Platinum MarCom Award; Gold Hermes Award
To accomplish aggressive milestones and transform the narrative surrounding advocacy of Vietnam Veterans in relation to Agent Orange exposure, known as Blue Water Navy (BWN) Veterans, we launched a comprehensive communications outreach campaign, including this television PSA, to raise national awareness and encourage Veterans to file BWN claims. The BWN TV and radio PSAs (see above) aired a total of 27,860 times, with 38.4 million impressions and $2,594,635 in donated media value. The television PSA also has over 300,000 video views on YouTube. Collective outreach efforts helped generate over 75,000 BWN claims submissions and more than $724 million in retroactive benefits paid during the first 7 months of program launch.
Contractor: District Communications Group
Client: U.S. Department of Veterans Affairs, Office of Suicide Prevention
Year Produced: 2023
The 60-second video PSA, I’m Glad You Called, portrays three Veterans of varying ages and backgrounds reaching out to the Veterans Crisis Line during moments of personal crisis—ranging from grief and loneliness to financial hardship. Through authentic conversations and empathetic visuals, the PSA emphasizes that seeking help is a courageous act. The ad aired 8,640 times over five months across 274 stations nationwide.
Email Ads
Contractor: Dynamic Integrated Services
Client: U.S. Department of Veterans Affairs, Million Veteran Program
Year Produced: 2023
Award(s): Platinum MarCom Award; PRSA Silver Anvil Award for Integrated Communications in Government and Best of Silver Anvil Awards in 2024
As VA’s Million Veteran Program neared its historic milestone of enrolling one million Veterans into the research program, we wrote, developed, tested, and sent email ads to over one million Veterans inviting them to join the program. In June 2023, we tested four email ads, each with different subject lines, preview text, and email body copy, with 120,000 Veterans. Based on the results of the test ads, the email “Make History—and the Future—With Us” had the highest open rate, highest click-through rate, and highest online MVP enrollment rate. We distributed the highest-performing email ad to over one million Veterans in July and August, resulting in the highest number of online enrollments MVP has ever seen in a two-month period (18.52% online enrollment increase in July and 144.79% online enrollment increase in August).
Contractor: Dynamic Integrated Services
Client: U.S. Department of Veterans Affairs, Rocky Mountain MIRECC, Suicide Risk Consultation Program
Year Produced: 2020
We provided targeted email advertisements for Rocky Mountain MIRECC’s monthly webinars for Clinical Practice Guidelines for Suicide Prevention and for the Suicide Risk Management Consultation Program. We created two promotional emails for each webinar, one delivered 2 days after the most recent webinar as a save-the-date call to action; and one delivered as a direct call to register for the next webinar 15 days in advance of the event. We designed the direct email marketing pieces to provide necessary details within a design that meshed with the website for each topic.
Out-of-Home Marketing
Contractor: Dynamic Integrated Services
Client: U.S. Department of Veterans Affairs, Innovation Ecoystem
Year Produced: 2021
Many Veterans with mobility impairments in rural areas struggle to reach VA medical centers. The Mobile Prosthetic and Orthotic Care (MoPOC) program solves this by delivering care directly through state-of-the-art, custom vans. Our team created the visual identity for these vehicles, capturing themes of freedom and mobility while maintaining a modern, high-tech look within the VA brand. Since launching in 2021, MoPOC has grown to 18 sites, provided over 12,000 visits, and served 8,300+ Veterans—nearly 6,000 from rural communities. Notably, 20% of those served reported they wouldn’t have accessed care without MoPOC.
Contractor: Dynamic Integrated Services
Client: U.S. Department of Veterans Affairs, Office of Women’s Health
Year Produced: 2024
To challenge outdated perceptions of Veterans and raise awareness of VA’s care for women Veterans, we developed the “I Am a Veteran” campaign. Deployed in over 20 airports during the busy holiday travel season, the campaign reached millions of travelers. Featuring powerful imagery of real women Veterans, the campaign used a bold yet subtle approach: no mention of “women” in the headline, just the striking presence of women Veterans and the message, “Learn about the benefits VA provides to Veterans.” This intentional design choice invited viewers to reconsider their assumptions about who Veterans are, while directing them to learn more about VA’s services. By showcasing authenticity and visual storytelling in a high-traffic setting, the campaign made a dramatic impact and increased the visibility of women as Veterans to connect them with the care they’ve earned.
Contractor: District Communications Group
Client: U.S. Department of Veterans Affairs, Office of Suicide Prevention
Year Produced: 2024
This Veterans Crisis Line billboard delivers a clear, direct message encouraging Veterans in crisis to reach out for support. Featuring the 988 number and the instruction to press 1, it reminds viewers that free, confidential help is available 24/7.
Contractor: District Communications Group
Client: U.S. Department of Homeland Security
Year Produced: 2024
Award(s): Gold DotCOMM Award
As part of DHS’s Blue Campaign, this Super Bowl activation placed a human trafficking awareness video ad in the backseat screens of rideshare, taxi, and car service vehicles operating around the stadium and surrounding areas. The ad delivered timely, localized messaging to thousands of passengers, encouraging them to recognize and report the signs of trafficking. By reaching travelers in transit during one of the nation’s highest-traffic events, the campaign brought critical information directly to the public when and where it mattered most.
Contractor: Dynamic Integrated Services
Client: Syracuse University, D’Aniello Institute for Veterans and Military Families
Year Produced: 2023
The award-winning Community Navigator Pilot Program (CNPP) flyer—recipient of a 2024 Hermes Awards Honorable Mention—visually summarizes how IVMF helps Veteran and military-connected entrepreneurs navigate the complex landscape of small business support, promoting free, personalized support through IVMF’s national CNPP Partner Network and highlighting the five core service areas offered. Designed as an outreach tool, it simplifies access to resources that empower Veterans to launch, grow, or recover their businesses.
Other
Contractor: Dynamic Integrated Services
Client: U.S. Department of Veterans Affairs, Office of Women’s Health
Year Produced: 2021
Award(s): Gold Hermes Creative Award
The flu shot has the power to save lives and protect families. To help spread this important message to women Veterans, we created a comprehensive, motivational infographic highlighting the benefits of the flu shot. Our award-winning infographic dispels flu shot myths, calls out considerations for special women Veteran populations, and offers instructions to help women Veterans schedule their flu shot appointments.
