VA Caregivers Support

U.S. Department of Veterans Affairs

Helping Those That Help Our Veterans

The U.S. Department of Veterans Affairs (VA) is introducing a new program designed to support the family caregivers for Veterans. It is a high-profile project that represents a departure for VA since the recipients of benefits are not Veterans themselves, but those who care for them. Sage worked with the program leaders at VA, and our teaming partners on the contract, to create an identity mark and overall program design that would resonate with a diverse audience—moms, dads, spouses, younger, older, and reflecting a variety of ethnicities.

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Situation

The U.S. Department of Veterans Affairs (VA) is introducing a new program designed to support the family caregivers for Veterans. It is a high-profile project that represents a departure for VA since the recipients of benefits are not Veterans themselves, but those who care for them. Sage worked with the program leaders at VA, and our teaming partners on the contract, to create an identity mark and overall program design that would resonate with a diverse audience—moms, dads, spouses, younger, older—all reflecting a variety of ethnicities.

Objective

Help VA communicate to family members that care for Veterans about the new benefits and programs that can help make their lives, and the lives of their Veterans, better.

Our Process

Sage provided VA with a choice of identity marks and posters which offered a variety of approaches. Sage recommended that VA take a big departure from its "usual" look and feel with its red, white and blue patriotic themes. Instead we presented a color palette designed to appeal to women and photo selections that depict caregiver's dedication and concern. The caregiver is featured in the foreground of the posters, while the Veteran is shown in the background.

Results

VA is very pleased with the look and feel that Sage developed. We have rolled out the design across a series of materials that focus on the Caregiver Support Line and are currently developing collateral for use on the website, for internal VA facilities and for the community of care partners that surround and support these families. The website has just gone live (June 2011) and these materials may now be found at:  http://www.caregiver.va.gov.

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