MVAA statewide advertising campaign earns Pinnacle Award for Public Service

Contact: Lauren DeVol, MVAA, 517-284-5236
Agency: Military and Veterans Affairs

April 15, 2016

Statewide ads invite veterans to connect with benefits they’ve earned

LANSING, Mich. – The Michigan Veterans Affairs Agency was recently honored with a Pinnacle Award for its “One call. One stop. One agency. 24/7 veteran resources.” campaign, which invites those who have served to connect with MVAA and the benefits they’ve earned.

The agency was recognized in the public service campaign category, receiving the top honor from the Central Michigan chapter of the Public Relations Society of America during the 2016 PACE Awards celebration, held April 14.

The statewide advertising campaign featured four veterans – transitioning from active duty, getting ready for a job interview, exercising with a service dog and enjoying retirement – and let Michigan’s 660,000 veterans know the agency is here every step of the way.

“With just one call to 800-MICH-VET (800-642-4838), veterans and their families can ask any questions they have or resolve any barriers they face,” said Suzanne Thelen, director of communications and veteran engagement. “It’s a powerful message, and it’s one that Michigan veterans need to hear. MVAA is here to serve those who served, and we take that duty very seriously.”

Media partners Edge Partnerships and Such Video worked with MVAA to research, plan and execute the concept, which included statewide television advertisements, billboards, radio and digital ads.

“Our agency exists to connect veterans with the benefits they’ve earned, but they can’t do that if they don’t know how to reach out to MVAA,” Interim Director James Robert Redford said. “This advertising campaign is designed to encourage veterans and their families to start that conversation with us, whether they took off the uniform five months ago or 50 years ago.”

The 2016 PACE Awards recognized mid-Michigan’s best public relations and communications tactics and campaigns during the 2015 calendar year. The annual ceremony honors public relations practitioners who, in the judgment of their peers, have successfully addressed a contemporary issue with exemplary professional skill, creativity and resourcefulness. 

MVAA was honored with the Pinnacle Award for best public service campaign, recognizing programs that advance public understanding of a societal issue, problem or concern.

To view the ad, visit MVAA’s YouTube page: