When Magellan Health launched its new Federal division, it turned to Bluetext to develop its brand and a powerful new website to inform government leaders how its approach to emotional well-being could help thousands of veterans and service personnel. These Invisible Wounds – which may not be seen but that impact many of servicemen and women who have served overseas – became the major theme for the new brand.
The 22-0 Campaign
A key component in the campaign was an outreach program to bring attention to the large number of suicides among Veterans and how individuals, caregivers and government agencies could better identify those with significant emotional health challenges and channel services to them as quickly and effectively as possible. We called this the “22-0” campaign, after the astounding government statistic that an average of 22 Veterans were taking their own lives every day. The goal of the campaign was to bring this number to zero.
Campaign Goals
The campaign used compelling graphics to highlight the toll of service on warfighters, including high suicide rates. These graphics were aggressively shared on social media to raise awareness. A paid media campaign included banner ads, a Facebook component for users to add a 22-0 graphic to their photos, and a LinkedIn campaign targeting Veterans services groups.
Heighten national engagement in suicide prevention and a zero suicide culture within the military and Veteran community.
Encourage users to change their profile image to campaign logo and promote via Facebook and Twitter.
Share inspiring, informative, and actionable content about suicide prevention.
Partner with key organizations involved in the Veteran and mental health community to drive awareness and recruit campaign support.
Drive awareness of the primary mental and emotional health factors that can lead to suicide.
Associate the Magellan Federal brand with suicide prevention among Veterans.
Campaign Outcomes
One of the most successful elements of the campaign was working with partners who pushed out the social graphics to their own members and followers, dramatically increasing the reach of the efforts. The GI Film Festival also agreed to highlight the campaign as part of its annual event.
shared the campaign with the Department of Veterans Affairs.
sent out dedicated tweets about the campaign, reaching their 7,038 followers.
sent out dedicated tweets, reaching their 8,210 followers. The organization also posted on Facebook, reaching 7,911 people.
promoted 22to0 on Facebook, reaching their 211,042 followers.