using apps and digital tools for health campaigns

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Using Apps and Digital Tools to Enhance Campaign Support and Engagement Mike Robert :: Digital Strategist

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Page 1: Using Apps and Digital Tools for Health Campaigns

Using Apps and Digital Tools to Enhance Campaign Support and Engagement

Mike Robert :: Digital Strategist

Presenter
Presentation Notes
Hi everyone, my name’s Mike and I’m a digital strategist with Booz Allen and I’m humbled to serve as the digital & creative director for the Real Warriors Campaign contract.
Page 2: Using Apps and Digital Tools for Health Campaigns

Siri, what is the meaning of life...and this session?

Do you love apps?Do your audiences love digital tools?You’ve come to the right place.

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Presentation Notes
I’m here today as a fellow geek to talk with you about the campaign’s digital tools, including the Real Warriors app. So if you love apps and social media, you’re in the right place.
Page 3: Using Apps and Digital Tools for Health Campaigns

Real Warriors CampaignIntegrated communicationsReal Warriors app & complementary website

Siri, how will we spend the next15 minutes?

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First, we’ll look at an overview of the campaign, its integrated tactics, and then we’ll have some fun with the app. So let’s get into it.
Page 4: Using Apps and Digital Tools for Health Campaigns

The Defense Department Real Warriors Campaign launched in 2009. Based on the health belief model, it’s a social marketing campaign that encourages the military community to seek care for invisible wounds.

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-The Defense Department, with Booz Allen’s support, launched the Real Warriors Campaign in 2009. -It’s a social marketing campaign that encourages the military community to seek care for psychological health concerns. -The campaign is based on the Health Belief Model, which is a behavior change theory for motivating people to take positive health actions. [that uses the desire to avoid a negative health consequence as the prime motivation] -When we prepared to launch the campaign, this was the situation… We’re about 5 and 7 years into the Afghanistan and Iraq wars These wars are the first where our service members are facing long-term, repeat deployments They are going repeatedly and staying longer Thanks to improved body armor, service members are surviving serious injuries more than ever before But they are sustaining invisible wounds war – that are not always apparent to the ones closest to them (spouses, families) PTSD and TBI have become the signature wounds of these wars -For example, an estimated 31 percent of troops returning from Iraq and Afghanistan have a mental health condition or reported experiencing a TBI.
Page 5: Using Apps and Digital Tools for Health Campaigns

CREATE AWARENESS about available resources for psychological health careamong warriors, their families, their commanders and the public at large.

CREATE UNDERSTANDING regarding the challenges service members may feelprevent them from seeking care or support for psychological health concerns.

CREATE AWARENESS of the concepts of resilience and early intervention as wellas the roles they play in successful care, recovery and reintegration for returningservice members and overall force readiness.

Based on formative research, goals were defined:

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Presentation Notes
Based on the health belief model and the campaign’s formative research, goals were defined as [READ SLIDE] [The campaign provides resources to 5 audience segments: Active Duty�Veterans�National Guard and Reserve�Families�Health Professionals]
Page 6: Using Apps and Digital Tools for Health Campaigns

60+ AWARDS

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BY A SHOW OF HANDS, how many people know a service member or veteran? [PAUSE] This is a resource you can take back and share with them. If you don’t have your hand raised, this is a tried and true campaign and my hope is these tactics inspire ideas for your own health campaigns. Now, let’s take a look at the campaign’s channels.
Page 7: Using Apps and Digital Tools for Health Campaigns

WEBSITE + 24/7 LIVE CHAT

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Realwarriors.net is the heart of the campaign. All tactics point here. The website has 100+ articles on sensitive topics. A key feature is the 24/7 Real Warriors Live Chat, which connects target audiences to the DCoE Outreach Center. The Outreach Center also has a toll-free number and it’s staffed by health resource consultants who are there to talk, listen and connect audiences to care in their area. Similar to the website URL, all tactics point to the Outreach Center, so if someone has questions about getting care, they can get their questions answered and get connected to a provider. Next up, video.
Page 8: Using Apps and Digital Tools for Health Campaigns

VIDEO

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The campaign’s focus group research found target audiences wanted to see themselves in communications. One way the campaign accomplishes this is through video. Campaign videos and PSAs feature real warriors – such as retired Army Maj. Ed Pulido here – who share their stories, showing how reaching out for care benefits themselves, their families and their communities.
Page 9: Using Apps and Digital Tools for Health Campaigns

MEDIA

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PSAs like retired Army Maj. Ed Pulido’s air stateside in areas with significant military populations and at bases around the world. In addition to TV, the campaign’s media coverage includes radio, print, and online.
Page 10: Using Apps and Digital Tools for Health Campaigns

200+ PARTNERS, EVENTS, 1M+ MATERIALS

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The campaign has 200+ partner organizations with similar missions who help the campaign reach audiences. Through the website, anyone can order free materials – we’ve shipped out more than 1M. [Our team also participates in conferences and events, like our “Game Day” events where we brought together former NFL players with service members to watch NFL games, socialize and talk about psychological health topics. [-The Real Warriors Campaign partnered with the NFL Players Association (NFLPA) to host eleven “Game Day” events at military installations around the country – including Camp Lejeune, Camp Pendleton, Ft. Bragg, Ft. Campbell, Ft. Carson, Ft. Drum, Ft. Worth, Joint Base Anacostia-Bolling and Quantico. -At each event, former NFL players joined service members and their families to watch NFL games, socialize and discuss common reintegration challenges facing service members as well as the resources available to address them.
Page 11: Using Apps and Digital Tools for Health Campaigns

1M+ SOCIAL MEDIA INTERACTIONS

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Of course, you can’t have web without social media. For the Real Warriors Campaign, we focus on Facebook, Twitter and YouTube. There was a time when we had 900 fans/followers, now it’s one of the largest military health brands, with 90,000+ fans/followers, reaching about ~1M individuals every year. We know this through monitoring and analytics. [Fun fact, the most mentioned resource people share when they mention the campaign is the Suicide Prevention Lifeline.]
Page 12: Using Apps and Digital Tools for Health Campaigns

1M+ SOCIAL MEDIA INTERACTIONS

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Tactics include directing users to 24/7 resources (including past midnight), offering customer service, and reaching out to at-risk audiences. We also built relationships with social media accounts that reach target audiences – where we sent copy/paste posts to accounts like the Air Force. We no longer do this, but it was a powerful tactic for helping the campaign grow.
Page 13: Using Apps and Digital Tools for Health Campaigns

1M+ SOCIAL MEDIA INTERACTIONS

IN RESPONSE TO A TWEET SHARING THE SUICIDE PREVENTION LIFELINE

A FOLLOWER SHARING @REALWARRIORS WITH A FELLOW VETERAN

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With tools like radian6, we know that audience attitudes are supportive of campaign messages. As you see here, online audiences are actively sharing campaign resources with their peers. This peer engagement happens across the campaign’s social media channels everyday and it was a big influence in developing the Real Warriors app.
Page 14: Using Apps and Digital Tools for Health Campaigns
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The Real Warriors app launched in September 2014 for iPhone, iPad and iPod Touch. The app is free and it’s an online photo-sharing service that promotes self-help and encourages the military community to support their peers. Now, I’ll play our 29-sec. app PSA, so you can see it for yourselves.
Page 15: Using Apps and Digital Tools for Health Campaigns
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The app lets users snap a picture, choose a Real Warriors branded color, pick a Real Warriors Campaign key message, add a caption and upload the photo to the Wall. This is a user-generated imagery app and this tactic is becoming more mainstream. You’ve probably heard of the ALS Ice Bucket Challenge. Well, it’s the same concept where users are involved in the brand experience.
Page 16: Using Apps and Digital Tools for Health Campaigns
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To facilitate engagement, we built in a salute or “like” feature, which lets users show their support for their peers. This feature facilitates positive reinforcement that is peer-driven. On the right here, you’ll see the app’s left hand menu. I’d like to draw your attention to the “Reach Out 24/7” feature, which connects users to 24/7 resources for concerns like suicide [the DCoE Outreach Center, Real Warriors Live Chat and the Military Crisis Line (telephone/SMS text message)]. This feature truly puts 24/7 help in users’ pockets. To keep content refreshed, we message app users with monthly photo challenges. [Users can opt in to receive push notifications and for users who hate push notifications, like me, we built an in-app inbox that lets users check their notifications when its convenient.]
Page 17: Using Apps and Digital Tools for Health Campaigns

REALSTRENGTH.REALWARRIORS.NET

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When we launched the app, at the same time, we launched the app’s complementary website. The app website displays images created by app users and it uses a responsive framework, so anyone can check out the Wall and salute photos from any device—mobile, tablet and desktop.
Page 18: Using Apps and Digital Tools for Health Campaigns

MODERATOR DASHBOARD + ToS

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The app also required building a moderator dashboard, which is where user content is reviewed before it goes live on the Wall. This ensures user content is always supportive and is never stigmatizing. To set expectations with users – as well as mitigate risks like PII/PHI – the app includes a Terms of Service. [The ToS is accessible in the app, on the App Store and on the complementary website.]
Page 19: Using Apps and Digital Tools for Health Campaigns

DATA-DRIVEN DECISIONS

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I wanted to take a moment to share lessons learned and to underscore using data to make decisions. Before developing the app, we conducted an environmental scan of mobile health apps to make sure we weren’t building an app that already existed. Whether you’re considering a mobile/web/social media app, you want to make sure you’re app’s concept is unique and useful. We also used to data to narrow down what operating system we should start with. The campaign’s own data – five years of social media and website data – informed us that iOS was and still is the most popular operating system among our audiences, which is why we started with Apple and not Android. Our audiences were on Apple devices, so that’s where we went. Along the way, we conducted user acceptance testing where we sought audience feedback on features and on the app prototype. [You want to give the people what they want.] [In line with Pew and Forrester research [on young app users], the campaign’s own data [Google Analytics and Facebook data] demonstrated iOS was and still is the most popular operating system among the campaign’s target audiences – significantly more popular than Android, which is why we started with iOS.
Page 20: Using Apps and Digital Tools for Health Campaigns

SO WHAT?

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Let’s take a look at the results.
Page 21: Using Apps and Digital Tools for Health Campaigns

SO WHAT?

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They say a picture is worth a thousand words, so let’s look at the qualitative. Photos have been vastly positive. Examples of photos include warriors with their units, doing PT or reuniting with their families and loved ones. Every photo includes the realwarriors.net URL, which in turn increases awareness for the campaign.
Page 22: Using Apps and Digital Tools for Health Campaigns

Hermes Platinum Creative Award, IAC Award

SO WHAT?

FOUR-STAR RATING on the App Store

1500+ downloads on iPhone, iPad, iPod touch

4200+ salutes to 475+ user-submitted photos

19300+ PSA views via targeted campaigns

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As for the numbers, the app has a four-star rating on the App Store, 1,500+ downloads, 4,200+ salutes to 475+ user-submitted photos. The app’s 29-second video was featured in successful Facebook, Google, AdMob and YouTube campaigns tailored to target audiences on iOS devices. If you’re thinking about building an app, you’ll want to think about marketing the app, so it gets to your audiences at the right time and in the right way. [The app earned a platinum Hermes Creative Award and the complementary website earned an Internet Advertising Competition Award for “Best Military Website.” The mobile app was given the highest-scoring Hermes Award, Platinum, for its design and innovation.]
Page 23: Using Apps and Digital Tools for Health Campaigns

www.realwarriors.netReal Warriors on the App Store

Mike Robert :: Digital Strategist :: [email protected]

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This is the end of my presentation. I look forward to answering your questions and thank you so much for your time.