The Department of Veterans Affairs engaged STRIVE3 to help modernize and elevate the national identity of Vet Centers, an essential yet often overlooked resource providing confidential counseling and readjustment support to veterans, service members, and their families.
STRIVE3 was brought in as the replacement subcontractor, tasked with directing and executing the full marketing and creative effort. Our team led the strategic discovery process, created a unified messaging framework, and mapped the customer journey to ensure that veterans, families, partners, and clinicians clearly understood the value and availability of Vet Center services.
Over the 12-month contract, STRIVE3 developed and managed a national multi-channel campaign that blended broadcast, streaming, digital advertising, social media content, and targeted outreach. Our creative team produced unique video storytelling assets featuring real veterans and Vet Center clinicians, delivering authenticity that resonated deeply with audiences. The scope included brand development, editorial planning, media-buy architecture, digital content creation, and the deployment of high-impact assets such as electronic media boards, social campaigns, and mission-aligned visuals. STRIVE3 carried 90% of the total workload, providing continuity, leadership, and accountability throughout the engagement.
The campaign strengthened national awareness of Vet Centers, helped clarify their life-changing services, and elevated their presence among both veterans seeking support and clinicians considering careers in veteran mental health. The work contributed directly to advancing the VA’s mission to improve access to confidential counseling, outreach, and reintegration services, ensuring more veterans and families discovered the care, community, and healing available to them through the Vet Centers network.