• by Larissa Faw , April 1, 2016

Ascension, the big nonprofit healthcare system, and its agency GSD&M -- part of Omnicom Group -- are introducing the healthcare provider's first national campaign to promote its Veterans Choice Program, a new partnership that gives veterans from the Department of Veterans Affairs the chance to receive care at Ascension locations.  

GSD&M created a TV and radio spot, as well as print and out-of-home for over 25 Ascension markets. The 30-second spot is running initially in Waco, Texas, Pensacola, Fla., and Oneida County, Wis., markets.

It will expand to other Ascension markets beginning April 11.  

FleishmanHillard, also part of Omnicom is behind the PR support.  

The concept is designed to be inspirational rather than more like traditional health-care spots that are primarily informational.

The ads pay "memorable tribute to our veterans and their loyalty and sacrifices, and tells the story of their oath to Americans, and Ascension’s oath, in healthcare, to veterans," says the agency. "It’s a heartfelt, emotional spot that really drives home Ascension’s gratitude and dedication to our veterans’ services." 

GSD&M was awarded this project based on its work on behalf of current client Seton Healthcare Family, an Ascension health system in Austin, Texas.