Home / The Work / WA Dept. of Veterans Affairs
Case study · Public sector · Campaign in flight
It's More
Than a Job.
Washington State runs four Veterans Homes — Port Orchard, Orting, Spokane and Walla Walla — and needs nurses in all of them. Competing against hospital signing bonuses meant selling something a hospital can't offer.
Video completion rate, campaign to date
Impressions delivered through Aug 9, 2026
Streaming services reached
Content genres reached across the buy
The spot
The :60 that ran
across 29 services.
Produced on location at the Washington Veterans Home in Port Orchard, cut to :60 for connected TV, and delivered with an on-screen apply path in every frame. This is the aired version.
“It’s More Than a Job” · Washington State Department of Veterans Affairs · :60 connected TV
The brief
Recruit nurses
without a
signing bonus.
A private hospital can outbid a state agency on salary almost every time. What it can't offer is a nurse-to-resident ratio that lets you actually know the people you care for, a career pathway the state pays for, and the specific meaning of caring for veterans.
So the campaign didn't argue about money. It put real WDVA nurses on camera and let them finish the sentence: “This is more than a job because…”
What we did
Produced it,
then bought it.
On-location production
Filmed at the Washington Veterans Home in Port Orchard, with a drone operator brought in to elevate the exteriors.
A 33-question interview guide
Built specifically to pull usable soundbites — complete-sentence answers, direct-to-camera CTAs, and the pathway story.
Compliance-aware capture
Run against the WDVA Stylebook and Policy 160.100: signed consents on file, all footage screened for protected health information.
:60 spot & six testimonials
A :60 commercial for connected TV, plus six individual video testimonials cut for the campaign landing pages and WDVA social.
Connected TV media buy
Placed across 29 streaming services and 60+ content genres — documentary, news, drama, crime, history.
County-level targeting
Focused on the counties immediately surrounding the Port Orchard Veterans Home, so working CNAs nearby could take advantage of the LPN pathway partnership with Olympic College.
Weekly platform reporting
Delivery, completion and inventory quality reported every week, with underperformers named and suppressed.
Web deliverables
Six testimonials,
cut for the
landing page.
The :60 buys the attention. It can’t answer the question a nurse actually has, which is what the day is like and whether the pathway is real. So the same shoot produced six standalone testimonials as separate web deliverables — sized 9:16, captioned for silent autoplay, and handed over for the campaign landing pages and WDVA’s own social channels.
One interview guide, one location day, two distinct deliverable sets. That is the difference between buying a commercial and buying a campaign.
Two of the six. Filmed at the Washington Veterans Home in Port Orchard under WDVA Policy 160.100 — signed consents on file, every frame screened for protected health information.
Where it served
Top five services
carry three-quarters
of delivery.
All five are holding completion above 95%. That is efficient, high-quality inventory — not remnant.
| Streaming service | Impressions | Completion rate |
|---|---|---|
| LG Channels | 4,637 | 96.82% |
| Paramount | 3,802 | 98.23% |
| Samsung TV Plus | 3,716 | 98.70% |
| Sinclair Broadcasting | 2,618 | 95.76% |
| A&E | 2,439 | 98.19% |
| TCL | 1,213 | 98.18% |
| Roku | 964 | 96.33% |
| All 29 services | 22,644 | 96.97% |
Completion rate rose from 95.7% in week one to 97.84% in week two as the campaign optimized. Every impression is attributed to a named service — nothing sits in an unallocated bucket.
Still measuring
The number
we’re still
collecting.
Delivery and completion are measured and reported weekly. The piece we’re still building is downstream: landing-page lift to the WDVA careers page, so we can connect a completed view to a candidate who went looking for the job.
That work is in progress with the agency’s team. When the campaign closes we’ll publish what it produced — measured, not modeled.
Start here
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