Almost two thirds of America’s military veterans use the health care services to which they are entitled, and Department of Veterans Affairs is prepared to spend $5M to do something about it.
According to the Washington Post, DVA is launching a multiyear campaign that will have television and internet elements. The initial foray onto the airwaves will be in six DMAs that are major return portals for military personnel returning from service overseas.
The initial television buys will be concentrated in Seattle WA, Norfolk VA, Raleigh NC, El Paso TX, Savannah GA, and Watertown NY.
In the first ads, a sergeant welcomes soldiers home, thanks them for their service, and encourages them to take advantage of VA health benefits by signing up immediately at the nearest center. The ads offer reminders about other benefits as well.
The early portion of the campaign will focus on those who are recent military vets, and will expand to reach older vets as time goes on. According to WaPo, future buys will include the Country Music Awards and various college bowl games.