Celebrating Red Coat Ambassador Day: Honoring Compassionate Service to Veterans

These individuals are the welcoming faces of the VA, embodying the core values of compassion, respect, and dedication to our nation’s heroes and their families.

Red Coat Ambassadors, easily recognizable by their bright red coats or vests, are stationed at the main entrances of VA facilities during core business hours. Their mission is simple yet impactful: to ensure every Veteran and visitor has a positive and supportive experience at the VA. Whether it’s greeting Veterans with a smile, guiding them to their appointments, or providing a listening ear, these ambassadors are an essential part of the VA’s commitment to exceptional patient care.

Their responsibilities include:

• Assisting Veterans and families with wayfinding and navigation.
• Personally escorting individuals to appointments when preferred.
• Coordinating wheelchair or escort services.
• Capturing feedback and addressing complaints to enhance the VA experience.
• Providing compassionate service recovery when needed.

“Being an ambassador means more to the Veterans than the VA realizes,” said Whitney Pinckney, a dedicated Red Coat Ambassador at the Columbia VA.

Each Ambassador brings a unique perspective to their role, but they all share a deep commitment to making a difference.

Whitney Pinckney recalls a time when a Veteran, overwhelmed and panicking, believed she might be having a heart attack. Whitney not only calmed her but also ensured she received medical attention and even parked her car for her when asked. The Veteran expressed her gratitude the next day, a testament to the profound impact of Whitney’s compassion.

Cheri Oakes, a Veteran herself, highlights a moment that reminds her why she loves her work. “One Veteran was supposed to be an outpatient, but the surgery took longer than expected, and the family lived 50 miles away. With the help of social workers, I was able to arrange lodging for them at the Fisher House. Seeing the relief and gratitude on their faces—it was exhilarating,” Cheri said.

For Giselle Woods, who grew up as a self-proclaimed Army Brat and is now a Veteran, the role of Ambassador is deeply personal. “I’ve been coming to the VA since 1974 with my dad, and now I’m proud to say we have the best care at Columbia VA,” she shared. Giselle finds fulfillment in advocating for Veterans and their families, encouraging others to seek care at the VA.

The Red Coat Ambassador Program began as a pilot initiative and, under the guidance of Dr. Tammy Finney, has grown into a nationally recognized program since 2018. The program’s success has inspired other VA facilities across the country to adopt its model.

“The RCAs are the face of the Columbia VA Health Care System,” said RCA Supervisor Rongie Fonville. “Their dedication to providing outstanding customer service, even on a Veteran’s worst days, is what makes this program special.”

The Columbia VA Health Care System invites individuals and organizations to support the Red Coat Ambassador Program. Whether it’s volunteering, spreading the word, or simply appreciating the work of these Ambassadors, there are many ways to get involved.

“I love coming here every day,” said Cheri Oakes. “Have you heard the saying: ‘If you love what you do, you’ll never work a day in your life’? That’s me in a nutshell.”

National Red Coat Ambassador Day is a time to celebrate these exceptional individuals who go the extra mile to ensure that Veterans and their families feel welcomed, supported, and valued. Their work reminds us that small acts of kindness can have a lasting impact, making every visit to the VA a positive and memorable experience.

For more information about what’s going on at the Veterans medical center, clinic locations and other services available to Veterans in and around Columbia, visit the website https://www.va.gov/columbia-south-carolina-health-care/ and follow us on Facebook, Twitter and Instagram, keyword: VAColumbiaSC.