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The VA New England Healthcare System instituted a comprehensive, integrated VA outreach initiative targeting more than 14,000 employees and 700,000 Veterans in the New England region. The video portion of this effort aims to inform and educate employees, Veterans, their families and other stakeholders on VA benefits and how to interact with them as a provider of those services, or as a consumer. The campaign encourages Veterans and eligible dependents to enroll or register for their eligible benefits.

Focus Areas
  • Planning, scripting and storyboarding
  • Filming, production and post-production
  • Project management


To communicate these messages in a modern and effective way, VA New England Healthcare System required project management and video production support to develop and film videos that promote available programs to engage and educate audiences about VA’s services. Aptive works with VA to increase awareness and develop videos that enable the VA New England Healthcare System to establish credibility and trust with audiences by facilitating storytelling that demonstrates services and concepts in ways that photos and text cannot.


We developed a comprehensive project management plan. We created a project management plan that guides our work and details our approach to overall management of the task and requirements, including schedule, milestones, risks and resource support.

We filmed and produced a series of video products. We traveled to VA Bedford to capture footage of employees and Veterans sharing their stories. Video topics included Community Care, suicide prevention, how to apply for a job at VA, eligibility and enrollment, and Veteran and caregiver stories. The videos range from 30-second TV advertisements to long-form educational videos for VA employees.


Aptive developed two 30-second TV spots for the VA New England Healthcare System. The team interviewed more than 20 VA New England employees about how important working at VA is, and what it means to them. Shot in first person with b-roll intertwined, the videos provide insights into topics including health care innovation and the importance of serving Veterans. The spots air on local sports cable stations throughout New England, before and after broadcasts of Red Sox, Patriots, Celtics and Bruins games.

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