Real Warriors Campaign: Promoting help-seeking behavior with a mobile site
August 25, 2011Health 2.0 STAT
Emily [email protected]@emspringer
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Agenda
What is the Real Warriors Campaign?
Why a mobile site vs. an app?
Functionality and development
Marketing strategy and measuring success
Presenting now @ #health2stat: How @realwarriors developed #mhealth site to promote #health seeking behavior
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Booz Allen developed the Real Warriors Campaign which launched in May 2009
The Real Warriors Campaign is a social marketing campaign
designed on behavior change theories. It is designed to
encourage service members, veterans, and military families
coping with psychological health concerns to access available
tools and resources for care and support.
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Real Warriors Campaign social marketing mix
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m.realwarriors.net
“It’s one thing to give someone a website and
say ‘Check it out when you get home,’ and it’s
another thing to say, ‘Pull out your phone,
look at what they’re doing right now …’”
“There’s no excuse for someone not knowing
how to get in touch...”
–Staff Sgt. Meg Krause,
Real Warriors Campaign profilee
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Functionality
24/7 access to Live Chat (i.e. instant message with a trained health professional).
Video profiles featuring service members and veterans who have sought treatment and continue to have successful military or civilian careers.
Articles on topics such as combat stress, reintegration, substance misuse and supporting your service member.
Shopping cart allowing users to view, download and order free campaign materials.
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Integration
Branding and identity elements
Imagery
Social media
Full site
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Integrated marketing strategyMobile site web pageBlog postsMedia interviewsSocial mediaEmail newsletterCampaign partnersConferences
Measures for successVisits to the mobile site Interactions on mobile social media sites
(e.g., m.facebook.com)Ongoing feedback from audiences
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www.realwarriors.net
facebook.com/realwarriors
twitter.com/realwarriors
Resources
Design Principles:• http://www.noupe.com/• http://www.webdesignerdepot.com/
For Developers:• Best Practices to Develop Perfect Websites for iPhone and Mobile Devices• W3C Mobile Web Best Practices 1.0 • Mobile-friendly: The mobile web optimization guide • Best Practices in Mobile Detection
Learn more about the Real Warriors Campaign
