Where Honor Lives

The Texas Veterans Land Board (VLB) oversees and operates long-term care Veterans Homes across Texas. The VLB opened its ninth care facility in the winter of 2019. Proscalar partnered with 1820 Productions to produce an emotionally compelling video to bring attention to the long-term and skilled nursing care available through the VLB. The goal was to drive interest and consideration for Texas Veterans Homes and reach age or health qualified Veterans and their families within a 90-minute radius of each residence.

The video reflects on the life and service of a Texas Veteran. It evokes emotion through the script, narration, and flashbacks as the Veteran reflects on his life, service to his country, and desire to come home. The combination of historical stock images with “present-day” footage captures his life of service and happiness to be home. From the camera angles, viewers understand that the healthcare facilities are well maintained and a safe place for their loved ones. And from the way the Veteran connects with the staff member, viewers see that residents are well cared for and appreciated in the facilities.

On OTT Advertising, the video drove over 2.6 million impressions with a completion rate of 98.31%. The advertisement also delivered 9.1 million impressions and almost 15,000 clicks to the Texas Veterans Homes landing page on the VLB website through digital video, YouTube, social media, and display ads helping Veterans and their families learn about available benefits for long-term skilled nursing care in Texas.