VA Leading the Way Campaign

The U.S. Department of Veterans Affairs (VA) and Veterans Health Administration (VHA) are the driving force behind ground-breaking medical innovations that have saved millions of American lives. From diabetes research and treatment to prosthetic limbs controlled with brain waves, VHA makes profound contributions to medicine. When Veterans choose VA for their care, they are getting the best care available to them.

VHA, and Titan Alpha, developed the VA Leading the Way campaign, designed to showcase innovative medical technologies, programs, and processes that are improving the lives of Veterans and the American people. Each month, the campaign spotlights VA innovations through a series of products designed to target specific key audiences. A monthly video, social media posts, and blog posts are all designed for Veteran audiences. Placemats that include Veteran impact stories are designed for Veteran Service Organizations (VSOs), policymakers, and news media outlets. Each month, a special emphasis is placed on elevating Veteran voices while aligning their stories with important agency priorities that advance Veteran health care in the U.S.

Since the campaign’s launch in September 2023, we have highlighted stories about VA’s cutting-edge cancer care for Veterans, VA’s largest genomic study reaching one million Veteran participants, strategic collaborations between VA and the Department of Defense to expand surgical access for Veterans, and VA’s Homeless Program Office exceeding its 2023 goal of finding housing for more than 46,000 Veterans.

To date, campaign videos have received more than 11,000 views on YouTube, social media posts have reached more than 2,800 user accounts, and the videos have been aired countless times across more than 140 VA medical centers as part of VA’s internal TV network for Veterans. Since this is a new campaign, the Titan Alpha team has set a modest growth goal in reach of 5% month-over-month. The reach of the campaign months has grown by almost 50%, and the team continues to refine our strategy as we learn new ways to optimize outreach channels for our key audiences.