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Veterans Crisis Line
Project type
Awareness Campaign
Agency
DCG and Reingold, Inc.
Role
Art Director
Problem
Veteran suicide remains a national crisis, and VA's Office of Suicide Prevention needed to reach a diverse community of over 20 million veterans with messages that would genuinely resonate with them and the people who support them.
Approach
DCG — founded by a veteran, with veterans on staff to keep messaging authentic — built an integrated strategic action plan spanning research, creative development, paid media, social, web, video, events, outreach, and radio media tours. The team used data-driven insight and purpose-driven ideas to continuously optimize tactics for maximum reach and impact.
Result
In FY20, paid media campaigns generated over 1 billion impressions and 335M+ completed video views, driving nearly 2 million site visits and 309,565 resource engagements. The campaign also produced 994 shareable-material downloads, 710,276 resource-locator uses, and distributed 6 million branded promotional items — from Veterans Crisis Line bandanas to wallet cards — extending the campaign's reach well beyond digital channels.
