US Department of Veterans Affairs: Don’t wait. Reach out.

The US Department of Veteran’s Affairs created the Don’t Wait. Reach Out. campaign as part of its suicide-prevention efforts, driving website visits with an engagement rate of 4.7%.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

Veterans are at a higher risk for suicide compared to the general population. To understand how we can drive help-seeking behaviors we interviewed Subject Matter Experts, including clinical psychologists, researchers, and VA program directors. To immerse ourselves in the Veteran mindset, we integrated Veterans throughout our entire process. We conducted focus groups with diverse Veterans across generations and experiences for insights gathering and creative testing. Our creative team's copywriter is a U.S.

Marine Veteran who has struggled with mental wellness, and our film features a Veteran cast...

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