This document discusses how digital tools and apps can be used to enhance support and engagement for a campaign. It provides details on the Defense Department's Real Warriors Campaign, which aims to encourage military communities to seek care for invisible wounds. The campaign launched in 2009 and created an app and website to raise awareness of psychological health resources and promote concepts like resilience. The app received positive reviews and engagement, showing how digital tools can effectively support awareness campaigns.

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

2. 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.

3. Real Warriors Campaign
Integrated communications
Real Warriors app & complementary website
Siri, how will we spend the next
15 minutes?

4. 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.

5. CREATE AWARENESS about available resources for psychological health care
among warriors, their families, their commanders and the public at large.
CREATE UNDERSTANDING regarding the challenges service members may feel
prevent them from seeking care or support for psychological health concerns.
CREATE AWARENESS of the concepts of resilience and early intervention as well
as the roles they play in successful care, recovery and reintegration for returning
service members and overall force readiness.
Based on formative research, goals
were defined:

6. 60+ AWARDS

7. WEBSITE + 24/7 LIVE CHAT

8. VIDEO

9. MEDIA

10. 200+ PARTNERS, EVENTS, 1M+ MATERIALS

11. 1M+ SOCIAL MEDIA INTERACTIONS

12. 1M+ SOCIAL MEDIA INTERACTIONS

13. 1M+ SOCIAL MEDIA INTERACTIONS
IN RESPONSE TO A TWEET SHARING THE SUICIDE PREVENTION LIFELINE
A FOLLOWER SHARING @REALWARRIORS WITH A FELLOW VETERAN

17. REALSTRENGTH.REALWARRIORS.NET

18. MODERATOR DASHBOARD + ToS

19. DATA-DRIVEN DECISIONS

20. SO WHAT?

21. SO WHAT?

22. 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

23. www.realwarriors.net
Real Warriors on the App Store
Mike Robert :: Digital Strategist :: robert_mike@bah.com