Disabled American Veterans (DAV) - Stand Up for Veterans
Public Affairs Campaign Produces Success for Disabled American Veterans
Hyde Park's Work Acknowledged as Winner of Public Relations Society of America's Prestigious Silver Anvil and Thoth Awards
Situation Analysis: Political gridlock caused the Department of Veterans Affairs (VA) health care budget to arrive late year after year, adversely impacting the quality of care veterans receive. The Disabled American Veterans (DAV), a 1.3 million member advocacy organization, was frustrated by the resulting negative impact felt by disabled veterans. DAV also wanted to see legislation enacted that would enable the VA to better meet the mental and physical health needs of veterans, particularly those returning from Iraq and Afghanistan.
Strategy: Develop and execute a national comprehensive communications campaign - Stand Up for Veterans - to raise awareness of the health care challenges veterans face and the legislative approach Congress should consider to resolve these pressing issues. The campaign framed and advanced veterans health care issues through communications activities directed inside the Beltway and in select states
and congressional districts.
Tactics: The Stand Up for Veterans campaign integrated a variety of communications tactics, including:
- Media relations outreach
- Issue advertisements
- Advocacy-oriented Web sites
- Grassroots outreach and activation
- Social networking
- Viral videos
- Newsletters for members of Congress and staff
Outcomes: Through media outreach, garnering more than 165 million media impressions, awareness and support grew for DAV's legislative program and the need for VA health care funding reform. Media placements included profiles in the New York Times, Christian Science Monitor and National Journal, opinion pieces in the Philadelphia Inquirer, Washington Times, Seattle Times and Huffington Post, and interviews with Fox News Channel, ABC and CNN Radio.
The approximately $1.5 million issue advertising campaign featured a series of print and online ads, as well as several billboards, placed in Washington, DC and select congressional districts.
The main campaign Web site, www.standup4vets.org, provided background information - primarily targeted for the media and congressional staff - and facilitated the involvement of grassroots supporters.
Legislative Movement: Legislation to address DAV's top legislative priority, putting an end to VA health care funding delays, was signed by President Obama in October 2009. Legislation addressing the campaign's other policy objectives, including increased care for women veterans and support for caregivers, was signed into law in May 2010. Significantly, DAV was publicly recognized by numerous congressional leaders for their leadership in advancing veterans health care polices and invited to participate in several media events with President Obama and Members of Congress.