Aptive Awarded $60M Contract to Support VA Secretary’s ChooseVA Initiative


Aptive Awarded $60M Contract to Support VA Secretary’s ChooseVA Initiative

Posted on 02.10.20

The Department of Veterans Affairs (VA) Office of Public and Intergovernmental Affairs (OPIA) has issued a five-year $60 million contract to Aptive to plan, design and execute VA’s nationwide ChooseVA campaign.

ChooseVA is the VA Secretary’s signature marketing and branding campaign to spotlight the foundational benefits provided by agency, showcase all VA offers to Veterans along their journey, and attract and retain a high-performing workforce to support the agency mission.

Too frequently, many Veterans do not engage with or are not aware of everything VA has to offer. This may be because they are uncertain if they qualify for services, unfamiliar with how to apply for care or do not consider themselves deserving of VA benefits. For these reasons, it is critical for VA to increase awareness and drive adoption of the valuable services it provides to Veterans. When Veterans take advantage of VA services, health outcomes improve, incomes stabilize, home ownership accelerates, employment options increase and those who have borne the battle get the benefits they have earned.

For the last year, Aptive worked with OPIA to design and direct the ChooseVA campaign. Aptive leveraged large-scale, targeted advertising to present personal stories of success and highlight VA’s offerings, delivering more than 2.7 billion impressions for ChooseVA and accomplishing a total added value of more than $31 million.

“We’re thrilled to continue our support of this important initiative, and to help VA significantly increase awareness and adoption of VA services,” said Aly Glick, Aptive’s Vice President for Strategic Communications. “It is fulfilling to help Veterans get the resources they need to go back to school, buy a house, receive health care or plan for a burial at a VA national cemetery, and we look forward to working with VA to reach out to Veterans, families, caregivers and employees.”

Aptive will build on campaign momentum through continued use of traditional and out of home advertising opportunities, including highway billboards, airport advertisements, sports partnerships, television, radio and PSAs. These media formats surround and reach consumers during the 70% of their day that is spent away from home. These high impact opportunities will be supported with ChooseVA ads across digital mediums, reaching primary audiences where they frequently consume media.


Led by CEO Rachele Cooper, a Navy Veteran and aerospace engineer, Aptive is a trusted partner and consulting services provider for federal organizations seeking to accomplish strategic transformations, improve performance and leverage modern technology for solutions that connect. Aptive is a Service-Disabled Veteran-Owned and Woman-Owned Small Business based in Alexandria, Virginia. Aptive is ISO 9001:2015 and CMMI L3 certified business and has supported VA for more than five years across a range high-profile programs including ChooseVA, VHA National Recruitment Marketing, VBA Digital Services, VA’s MISSION Act and OIT’s Customer Service Improvement programs.


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