Putting a Face to Service

The New Mexico VA recently took part in an initiative known as Faces of Service, a nationwide VA campaign aimed at honoring and recognizing all Veterans who have selflessly served our country. With a focus on showcasing the unique stories and sacrifices of these brave individuals, this campaign holds immense significance for both our Veterans and the community that supports them.

Under the leadership of Public Affairs Chief, Christe Lattimore-Staple, an initiative was launched to involve the New Mexico VA with the campaign, consulting with Leadership and her counterparts across the VA network to make integration seamless. Advertisements for the launch were carefully coordinated and shared widely in hopes of uniting our dedicated staff, Veterans, and their families in a push to celebrate service. The planning and coordination involved in bringing this campaign to fruition were no small feat, especially given the number of participants and tight timeline. 

In September, our facility opened its doors to 112 Veterans, including patients, employees, and leadership members who came together to have their portraits taken. Many arrived in their service uniforms, armed with photos of tribute and items that held personal significance. Members of the Public Affairs staff coordinated the gathering of military service data, unique pose and prop setups for each Veteran, coordination of refreshments and the recording of contact information. The energy in the studio was palpable as Veterans shared their stories and connected over shared experiences.

Each portrait was carefully crafted and enhanced with graphics that include the Veteran's name, branch of service, rank, and any unique insights they chose to share. Following the editing process, the images were compiled into a PowerPoint presentation that was shared during a special ceremony in their honor. Here, participants and an abundance of supporters were given an opportunity to preview the portraits on screen and received a personal copy to cherish at home.

Perhaps one of the most meaningful outcomes of this campaign will be the permanent installation of these portraits within the hospital. The images will take the place of outdated artwork, providing a visual reminder of the sacrifice and dedication of our Veterans. Plans involve installations on the second floor first, working throughout the hospital from there. This strategy ensures that honored Veterans and their families can return to visit their portraits, standing proudly among their peers—a lasting testament to their invaluable contributions.

Susan Jurica, Associate Director for Patient Care Services and one of the featured Veterans, encapsulated the spirit of the campaign perfectly when she remarked, “The Faces of Service Initiative for me is about connection. Connection internally to my own past and present. Connection to other Veteran's in the depiction of us standing together then and now. Connection to our VA Team allowing us to become the face of the statement "I'm here to serve Veterans". The Faces of Services Initiatives creates the opportunity to make all these connections real and personal." 

This sentiment is echoed by many who participated, including honored Veteran and proud New Mexico VA patient Larry Leathers, who experienced the profound significance of the event. “It was a great experience, anytime I can get together with a bunch of other Veterans is great, but this was special,” he shared, “I'm proud of being a Veteran anyway, but I was extra proud that day.” The camaraderie among Veterans was palpable, with each individual’s story showcasing the diverse tapestry of service that makes up our military history.

The Faces of Service Campaign not only highlights the unique narratives of our Veterans but also aims to shine a light on the essential role of the VA in their lives. As Larry noted, “It can certainly put a more favorable light on the VA. There are a lot of people who don't have a great opinion of the VA. It's things like this that really show why you should care and how important we are to you.” 

The VA New Mexico Healthcare System serves as a vital healthcare resource for Veterans and their families, providing primary and specialty care across our network of 14 facilities. As we continue to grow and adapt to the needs of our community, initiatives like the Faces of Service Campaign serve as a powerful reminder of our mission to honor and care for those who have worn the uniform.

Looking ahead, the Faces of Service initiative is set to continue its momentum with plans for additional photo days in 2025. This program not only celebrates our Veterans but reinforces our commitment to embracing their stories and experiences, ensuring they are recognized and valued.

As employees of the New Mexico VA Medical Center, our involvement in this meaningful campaign means gaining another avenue for gratitude. Together, we can continue to make a difference in the lives of our Veterans, ensuring their sacrifices are forever honored and celebrated. The Faces of Service Campaign reminds us that every Veteran has a story worth telling, and it is our privilege to share these stories and serve those who have served us all.