real warriors campaign: promoting help-seeking behavior with a mobile site

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Real Warriors Campaign: Promoting help-seeking behavior with a mobile site August 25, 2011 Health 2.0 STAT Emily Springer Consultant [email protected] @emspringer

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The Real Warriors Campaign, a multimedia public education initiative designed to encourage help-seeking behavior among service members and veterans with invisible wounds, recently launched a mobile site (m.realwarriors.net) offering 24/7 access to psychological health tools and resources. With today’s increasingly tech-savvy veteran, the mobile site was a natural progression for the campaign. As service members may be skeptical about seeking care, the site addresses perceived barriers to care by allowing users to connect 24/7 with trained health resource consultants at the DCoE Outreach Center (via toll-free number or live chat) as well as to view the campaign’s powerful video profiles directly from their smartphones. The videos feature real service members and veterans who have reached out for care and continue to have successful military or civilian careers. The mobile site also offers more than 90 articles for active duty service members, National Guard and reservists, families, veterans and health professionals – covering topics like combat stress, family reintegration and substance misuse. The mobile site allows visitors to view, download and even order free campaign brochures, posters and other materials directly from their smartphone. We’ve had 3,113 visits to m.realwarriors.net – which accounts for 21 percent of the campaign’s overall website visits since the mobile site’s launch in June. Visit the mobile or full site ( www.realwarriors.net) to learn more.

TRANSCRIPT

Page 1: Real Warriors Campaign: Promoting help-seeking behavior with a mobile site

Real Warriors Campaign: Promoting help-seeking behavior with a mobile site

August 25, 2011Health 2.0 STAT

Emily [email protected]@emspringer

Page 2: Real Warriors Campaign: Promoting help-seeking behavior with a mobile site

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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