Summary
How do you design engaging communications experiences when the audience you serve faces obstacles to connect? The National Center for Post-Traumatic Stress Disorder (NCPTSD) strives to provide Veterans with tangible resources and information to help with mental health and seeking treatment. Historically, there’s been a significant portion of the Veteran population NCPTSD has not been able to reach and they needed to better understand their audience’s pain points and how to connect effectively. Over the past two years, we’ve taken a human-centered approach to empathize with and understand the Veteran experience to better reach and communicate with them.
Key Insights
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PTSD prevalence is 10-30% among veterans compared to 6% in civilians.
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Untreated PTSD can lead to substance abuse, extreme guilt, and suicidal thoughts.
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17 veterans commit suicide daily, often connected to PTSD.
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Stigma and lack of trust in the VA prevent veterans from seeking care.
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A veteran-centric approach can improve outreach and engagement strategies.
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Understanding audience demographics and needs enhances communication effectiveness.
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Digital tools like apps can facilitate veteran self-management of PTSD.
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Clear organizational goals are crucial for effective outreach campaigns.
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Tailored communication based on audience personas leads to better outcomes.
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Community support initiatives can significantly raise awareness and participation.
Notable Quotes
"PTSD is heartbreakingly common in the veteran community."
"Nearly three quarters of those surviving violent or abusive trauma report alcohol use disorders."
"Less than half of veterans with PTSD receive care from the VA in two years."
"Many veterans report a lack of trust about the care that might be available."
"Military training focuses on strength and protecting others, not on asking for help."
"We wanted to share how they took a veteran-centric approach to improve outreach efforts."
"We need to align on goals to effectively build a communications plan."
"Our audience is diverse, and understanding their pain points is crucial."
"Messaging needs to meet the audience at the right point in their journey."
"This veteran-centric approach gives them a great foundation to continue to grow their reach."
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