The International Hearing Society (IHS) is an association of hearing healthcare professionals who provide hearing tests, fitting and dispensing of hearing instruments and patient counseling. IHS retained GBPR to help launch “Fit To Serve,” a grassroots campaign dedicated to improve access to hearing healthcare for America’s Veterans. Working with IHS leadership, GBPR developed a strategic communications plan to increase public awareness of the many concerns related to Veteran’s hearing healthcare. GBPR’s campaign entails the launch of a campaign web site, recruiting a nationwide network of grassroots supporters and creating media opportunities for IHS and Veterans’ advocates.