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U.S. Dept. of Veterans Affairs, Office of Mental Health
Project type
Organic and Paid Social Media
Date
Spring 2024
Industry
Federal Government, Health and Wellness
THE ASK:
VA's designated leads on military sexual trauma (MST) tasked us with developing a new theme and messaging for their 2024 Sexual Assault Awareness and Prevention Month (SAAPM) campaign, which focused on the expanded availability of care for MST survivors no matter how long it had been since the MST took place. They also wanted to use that messaging in a paid, evergreen outreach that would continue after the observance month ended to remind Veterans that VA care for MST was available year round.
THE TASK:
I developed several messaging themes and the client selected "Finding Your Path to Healing" as the best way to communicate to Veterans that free MST care is available to them when they're ready. From there, I wrote a detailed messaging matrix to outline pre-approved messaging that my project team used to develop a full content toolkit, which included social media assets and copy.
THE RESULTS:
The cross-channel marketing campaign integrated organic and paid social media strategies and contributed to a 156% increase in visits to the MST section of the Office of Mental Health website.
