Barbershop
Veterans Experience Office Transition Communications
Supporting Transitioning Service Members Through Peer-to-Peer Storytelling
In partnership with Granicus, Gig Line Media supported the Veterans Experience Office, transition communications initiative through strategic messaging, segmented email outreach, and Veteran-centered video storytelling.
Supporting the ChooseVA campaign, we used peer-to-peer communication to increase awareness of VA healthcare, benefits, and support services among transitioning service members.
The Challenge
Taking off the uniform often means navigating uncertainty, misinformation, and unfamiliar systems. The outreach needed to connect with service members in a way that felt personal, real, and actionable, particularly among younger Veterans who may not yet recognize the support and benefits available to them.
The Idea
Connect with transitioning service members through familiar settings, relatable experiences, and authentic Veteran perspectives that normalize engagement with VA benefits and resources.
Our work focused on two complementary efforts:
- Developing a large-scale segmented email campaign to educate transitioning service members about VA benefits, healthcare enrollment, and available support services.
- Producing Veteran-led PSAs about life after service, uncertainty during transition, and the importance of having support in your corner.
“Gig Line Media consistently delivered high-quality work and met project requirements within the established timeline. Their team demonstrated strong communication, responsiveness, and professionalism throughout the performance period.”
— Client Stakeholder
Strategic Messaging & Outreach
We developed the initial messaging framework and segmented outreach content to engage service members at key points in the transition journey. With our partner Granicus’, the campaign delivered tailored information that increased awareness of available VA resources and benefits.
Our messaging reinforced the ChooseVA initiative, by informing audiences about:
- VA healthcare enrollment
- Benefits eligibility
- Claims submission
- GI Bill access
- VA.gov account creation
- Available support services and resources
Video Production
We led end-to-end video production for “Barbershop” , a series of two PSAs, New Cut and Fresh Fade.
The Concept:
Set in a familiar setting, a base-adjacent barbershop, the videos use natural conversations to address the uncertainty that often comes with leaving the military while encouraging Veterans to engage with VA benefits and support services.
In New Cut, a young Soldier nearing separation learns from an older Veteran that VA benefits are not reserved only for combat Veterans or retirees. The conversation reframes VA support as something earned through service, regardless of time in uniform or deployment history.
In Fresh Fade, a Marine Veteran and barbershop owner realizes she may have misunderstood her own eligibility for VA healthcare and services. Through conversations grounded in shared experience, the campaign addresses the often-overlooked barriers many Veterans face in recognizing themselves as eligible for support.
Relatable Story, Reliable Storytellers
Our approach put the Veteran at the center of the story, bringing together a team with first-hand experience and nuanced understanding of the transition journey.
- Veteran-led creative leadership. Navy Veteran and Emmy Award-winning producer August Dannehl wrote, scripted, cast, directed, and produced the campaign, leading a creative team rooted in authentic military storytelling.
- Trusted Veteran voices. The campaign featured natural, peer-to-peer conversations between Veterans navigating transition, identity, and access to benefits.
- Culturally authentic messaging. Humor, military language, and familiar environments created a voice that resonated naturally with transitioning service members and Veterans.
Results & Impact
The campaign:
- Developed a scalable messaging framework supporting segmented Veteran outreach
- Produced two Veteran-centered PSAs optimized for digital and broadcast distribution
- Delivered culturally relevant messaging grounded in authentic peer-to-peer communication
- Increased awareness of VA benefits, healthcare enrollment, and available services among transitioning service members and Veterans
- Created reusable communications assets for continued use across VA outreach channels
Client stakeholders praised GLM’s responsiveness, professionalism, and ability to consistently deliver high-quality work within established timelines.
“Based on our experience, we would welcome the opportunity to work with Gig Line Media again on future efforts.”
— Client Stakeholder
Watch the Final Cuts
New Cut
Fresh Fade
Services
- Video/Film Production
- Advertising Services
- Strategic Messaging
- Creative Development
- Scriptwriting
- Campaign Communications