VA to work with Ad Council on integrated campaign

WASHINGTON: The Department of Veterans Affairs plans to enter into a sole-source contract with the Advertising Council to help develop a campaign to reach veterans.

WASHINGTON: The Department of Veterans Affairs plans to enter into a sole-source contract with the Advertising Council to help its public and intergovernmental affairs office develop a campaign to reach veterans.

The $4 million contract will last for one year, with an option for a second year. The effort will focus on the services the department provides to 24 million veterans.  

The agency will engage the Ad Council because it can create and obtain time for public service announcements in the daytime and evening. “This public service announcement outreach cannot be guaranteed by other companies,” the department said in a contracting notice.

In addition to PSAs, the Ad Council will develop campaign materials that will appear on radio, print, and outdoors, as well as on digital and social media.

“Veterans of all eras have made tremendous sacrifices on behalf of this nation. VA is expanding its outreach to veterans and their families so more of them can access the care and benefits they have earned,” said VA press secretary Josh Taylor.

A representative from the Ad Council did not return a request for comment.

Last month, the Veterans Affairs department hired The District Communications Group to promote a yet-to-be-launched service that would allow wounded veterans and their caregivers to manage healthcare needs through mobile and tablet devices.

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