Designed to encourage military service members, veterans, and military families coping with psychological health issues to seek care and support, the Real Warriors Campaign was launched in 2009 for the Department of Defense and the department's defense Centers of Excellence for Psychological Health and Traumatic Brain Injury.
This June, the campaign added a mobile site, m.realwarriors.net, which currently makes up 21 percent of the campaign's overall web visits.
The integrated campaign, developed by Booz, Allen, and Hamiliton, uses a full website,www.realwarriors.net and social media such as Facebook, Twittter and Youtube to inform users of available resources. The campaign was recently outlined by Emily Springer, at the August meeting of the Washington D.C. Health 2.0 meeting.
Springer said the mobile site option was chosen over a downloadable application because studies show that smartphone users access the mobile web at about 88 percent, versus 72 percent of smartphone users who regularly download and use phone applications.
By Simon Lee
http://www.healthcarecommunication.com/Mobile/Articles/Social_marketing_campaign_targets_military_for_hea_7493.aspx
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