Whole Health recognizes that every veteran has unique personal health goals, values, and needs. VA aligns care plans around those individual priorities to help veterans live happier, healthier, and more fulfilling lives. This project was built to reflect that philosophy visually, emotionally, and strategically.
A Story-Driven Video Series
DCG developed a compelling video series that showcases the transformative power of Whole Health through lived experience. Rather than relying solely on clinical explanations, the series centers on the veterans themselves. It showcases how they engage with the program, how it fits into their lives, and how it supports their goals.
To ensure authenticity, we captured veterans where and how they live. Filming incorporated footage outside of the clinical setting, incorporating real environments and moments that reflect daily life. This approach reinforced Whole Health as something veterans live, not just something they visit.
Across the series, DCG developed and reinforced four core themes that consistently resonate with veterans engaged in Whole Health:
- Dignity and health: Honoring the whole person and respecting individual priorities.
- Camaraderie and shared experience: Highlighting peer connection and mutual support.
- Transformation and empowerment: Showing real change driven by personal choice and agency.
- Community and belonging: Reinforcing that veterans are not alone in their journey.
These themes anchor the narrative across all videos, creating cohesion while allowing each veteran’s story to stand on its own.
Designed for Longevity and Flexibility
Beyond producing high-quality videos, DCG designed the project for long-term sustainability and reuse across platforms. Deliverables included:
- Full-length videos with options for cutdowns and clip-farming
- Robust B-roll libraries to support future storytelling needs
- On-site candid photography for use across marketing materials
- On-screen graphics, including chyrons and lower thirds, to support consistency and scalability
- Multiple call-to-action options to align with different campaign goals
To ensure relevance to a broad and diverse veteran audience, the videos also intentionally incorporate additional Whole Health elements and priority healthcare themes, including TeleWhole Health, rural veteran access, coaching, and peer support for veterans.
Strategic Promotion Across Channels
DCG is supporting the rollout of the video series with a comprehensive promotional communications strategy designed to maximize reach and engagement. Distribution includes:
- VA.gov/WholeHealth: Featured placement on the Whole Health landing page and relevant subpages
- Social Media: Cutdowns and clips optimized for X, Facebook, Instagram, and vertical video formats
- Monthly Communications Plans: Integration into highlighted resources and scheduled social content
- Email Campaigns: Promotion through GovDelivery bulletins
- Veteran Service Organization Outreach: Proposed placement across VSO social channels and email marketing
- SharePoint: Downloadable video assets in multiple formats via the Communications Resources page
This multi-channel approach ensures the stories reach veterans, their families, supporters, and trusted community partners, meeting audiences where they already are.
Spotlighting High-Performing VA Facilities
Filmed in November and December 2025, the project features two high-performing VA Whole Health facilities: Pittsburgh, Pennsylvania, and Orlando, Florida. The videos highlight four veterans actively participating in Whole Health, alongside VA staff who administer and support the programs.
Together, these stories illustrate how Whole Health works in practice and why it matters.
Impact Through Authentic Connection
By centering real veterans and real experiences, this project strengthens trust, builds awareness, and helps veterans see themselves reflected in the Whole Health approach. The result is a flexible, scalable video library that supports VA’s mission while reinforcing a message veterans consistently respond to: Whole Health is about dignity, connection, empowerment, and belonging.
