Veterans' Healthy Living, Summer 2014
Outreach Efforts – From Grass Roots to the Jumbotron
Bostonians know that the city's TD Garden is home to the NHL's Boston Bruins and the NBA's
Boston Celtics. The stadium also hosts concerts, other sporting events, and many other types of
shows throughout the year.
What residents may not know, however, is that VISN 1 has launched a marketing campaign at TD Garden in an effort to reach area Veterans. The VA message is featured on the giant screen in the stadium and can be seen in the men's restrooms there. Mike McNamara, VISN 1 Outreach Program Manager, says the ad reaches many potential Veterans because of the interest in sporting events, but it is only one of hundreds of outreach activities throughout the year.
"The ad at TD Garden is a tool we use to augment our boots-on-the-ground efforts to reach various markets. We obviously have some big outreach events that we do every year - The Big E in September, which is the largest fair in the Northeast, WaterFire in Providence, and area NASCAR races. But we conduct many other outreach events throughout the year at all facilities in the six New England states. Last year, VISN1 worked over 420 events across all of New England, and the number will hit 480 in 2014."McNamara says the goal at any event is to educate Veterans. "A large percentage of Veterans don't understand their benefits," he explains, "so we interact with them and tell them how to tap into those benefits. We also enroll as many as we can who qualify for VA health care."
He adds that VISN 1 is willing to consider new events or tactics that provide a way to reach Veterans and get information into their hands. "We are working on a smart device app right now for VA New England, which will provide information about health care, cemetery, and other benefits to Veterans. Users will also have access to maps to find the closest VA facility. If it's successful, it may become a national product."
Outreach staff at Countryfest 2013
Overall, however, McNamara says the majority of Veterans prefer face-to-face contact with VA. "Our market research shows that Veterans like to look you in the eye as they make important health care decisions. That's why our grass roots events are so important in communities on a consistent basis. Veterans know we're approachable and that we are there to answer questions and to help them."
If you would like VISN 1 to consider participating in an outreach effort in your area, you may contact Mike McNamara by email at Michael.McNamara3@va.gov.
RBPS | Going Green | Improving Access | Homeless Veterans | Outreach Efforts
