The Alabama Department of Veterans Affairs tasked Copperwing with creating a campaign that would encourage veterans to seek help in their most vulnerable moments. We worked closely with their team to develop Vets for Hope, a statewide campaign that equips families with tools, opens the door to honest conversations and reminds veterans that they are never alone. Whether it meant calling the 988 crisis line, speaking with a trusted friend or loved one or to take a break and breathe, the message needed to be clear, compassionate and easy to act on.
After in-depth research and strategic planning, we launched an integrated campaign that combined outdoor, digital, television, radio and streaming placements that were targeted to military bases and communities with high concentrations of veterans. Each piece of content directed veterans and their families to vetforhope.com, a central hub for support and resources. One of the campaign’s most talked-about elements was a :30 television spot that simply and powerfully showed a veteran asking for help and his daughter responding with calm, steady support. The campaign effectively reached our target audience, driving meaningful conversations online and offline about suicide prevention for veterans.
Copperwing was chosen by the Alabama Department of Veterans Affairs to develop a statewide campaign targeting veterans and their families to raise awareness of Veteran suicide. After internal and external research was conducted, Copperwing created the Vets For Hope campaign. The integrated marketing campaign employed outdoor, digital, television, radio and streaming to reach veterans and their families. Several marketing mediums targeted key military bases throughout Alabama and communities with high concentrations of veterans. All of the marketing was developed to drive consumers to the VetsForHope.com website, providing resources and ways for veterans to connect with the Veterans Crisis Helpline. Since August 2022, almost 1.9 million digital impressions have been served. The digital campaigns have a collective 0.68% click through rate and the streaming videos have a 96.93% view to completion rate, each exceeding industry averages. The social media campaign on Facebook has served 980,000 impressions with a click through rate of 0.99% (approximately 9 times above the industry average).