The Military Officers Association of America (MOAA), the nation’s largest and most influential association of military officers, has named The Gate | New York as their agency of record, according to Beau Fraser, president of the agency. The account, previously handled by LM&O of Arlington, Va., awarded The Gate the business after a competitive review. Billings for the assignment were not disclosed.

The Gate is charged with building brand awareness of MOAA’s mission, with the ultimate goal of increasing membership of military officers, according to Fraser.

Kathy Partain, MOAA’s Vice President of Membership and Marketing, commented: “MOAA has successfully fought for the benefits of military service members and their families since 1929. We’re excited about a new partnership with The Gate to help us broaden our reach and get more officers involved in advocating on the behalf of our nation’s uniformed services.”

The Gate's first work for the non-profit organization is the "Officer to Officer” campaign. The content-rich campaign centers on a series of emotional videos where officers talk candidly about how they handled difficult and often personal situations and issues that only an officer can relate to. These issues range from how to connect with family members while deployed to the challenges of transitioning to civilian life to losing one’s personal identity once retired.

David Bernstein, The Gate’s Chief Creative Officer, added, “It takes an officer to know an officer. And it’s our hope that these films capture an emotional truth about an officer’s life, their special camaraderie and how MOAA brings them together.”

Fraser explained, “Officers are members of their specific branch and retirement organizations. We wanted to give them a unique reason to also join and remain a member of MOAA. In addition, we wanted to add value beyond the wonderful programs that MOAA already offers.”

The campaign will launch nationally this week across multiple digital channels. The videos will live on a newly designed microsite http://www.moaa.org/officer2officer/currentlyserving/, which functions as a video gallery and resources hub, also designed by The Gate. Shorter forms of each story will also drive visitors to the site. In addition, The Gate will be responsible for media planning and buying.

About MOAA

MOAA is the nation's largest and most influential association of military officers. With more than 350,000 members from every branch of service - including active-duty, National Guard, Reserve, retired, and former officers, and their families and surviving spouses, they are a powerful force speaking for a strong national defense and representing the interests of military officers and their families at every stage of their careers. For more information, go to moaa.org.

About The Gate Worldwide

The Gate | New York is part of The Gate Worldwide, an international advertising agency network that works with clients in tough, complicated industries to make their considered purchases products or services worth considering. The Gate manages over $250 million in client advertising and has a network of offices in New York, London, Edinburgh and Hong Kong. For more information, visit thegateworldwide.com/ny.