CLIENT: U.S. DEPARTMENT OF VETERAN'S AFFAIRS
PROJECT: THE SECOND THING
The U.S. Department of Veterans Affairs’ main purpose is to take care of America’s 22 Million military Veterans after
they leave the military with benefits like health care, home loans and pensions. But there’s a problem: 14 million
Veterans haven’t applied for their benefits.
So, how do we encourage Veterans to apply?
We started with an emotional truth that all Vets share: The First Thing. Every Veteran had the first thing they did when
they left the military. They played catch with their son, ate a home cooked meal or just got on a motorcycle and rode, alone.
Then, we created a new thing — our call to action. We call it, “The Second Thing.”
The message: Vets, whatever your first thing was when you left the military, make applying for VA benefits The Second Thing.
We interviewed over 300 Veterans to get real first thing stories. Here’s the launch film we created with director Eliot Rausch.