Messaging Methodology for a Suicide Prevention Campaign in the US Military

Aims: Suicide Prevention Month (SPM) 2016 serves as the kickoff for a yearlong collaboration between the U.S. Department of Defense and the U.S. Department of Veterans Affairs (VA) to raise public awareness of suicide risk among Veterans and Service members. This year’s campaign, BeThere, encouraged people to think about the many ways they can help a Veteran or Service member in crisis feel less alone. The theme also emphasizes helping those who are having thoughts of suicide to find critical and appropriate resources.

Method: The rollout strategy, built on the overarching BeThere theme, includes the following components. A video providing context for the BeThere campaign served as a public service announcement (PSA) that was sent to broadcast and cable outlets and promoted via online channels. Outreach emails focused on specific actions recipients can take to use and disseminate SPM 2016 content and resources. In coordination with the VA the Thunderclap platform allowed DoD to leverage existing partnerships for SPM, asking prominent individuals and organizations to sign up to have a post about SPM be placed automatically on their own social media profiles on a specific date and time for maximum impact. Images posted to DSPO social media accounts showed the various ways that people can “be there” for the Service members and their Families in their lives and will encourage them to take action. DSPO reached out to national media outlets to discuss DoD suicide prevention initiatives to help raise awareness about the department’s suicide prevention efforts. The Army and Air Force Exchange Service and Naval Exchange Service posted DoD SPM posters in each store throughout the world. Military Crisis line tip cards were provided at each point of sale counters. DSPO also recognized exceptional efforts in support of SPM. Finally, DSPO visited the academies to talk about changing the culture.

Results: Number of impressions on social networking sites will be provided. Feedback from participants will be discussed.

Conclusions: Throughout the month, a multitude of online and in-person channels were used to provide information about DoD’s suicide prevention and mental health resources while emphasizing the important role that everyone plays in suicide prevention. The DoD and VA collaborated with service branches, community groups, Veterans Service Organizations (VSOs), and Military Service Organizations (MSOs), non-profit organizations, health care providers, corporations, educational institutions, government agencies, and others. Partnering across organizations can maximize impact in suicide prevention efforts.