Case Study · State Veterans Affairs
Oregon Department of Veterans' Affairs
Engagement: September 2022 – present (4th consecutive year) · Contract vehicle: State of Oregon direct award, [CONTRACT NO. ON REQUEST]
Challenge
Oregon veterans die by suicide at a rate well above the national civilian average, and national campaigns weren't reaching the people who notice trouble first — spouses, parents, and battle buddies — especially in rural counties far from VA facilities.
Approach
We built beyondthemilitaryuniform.com and a caregiver-first creative platform, segmented by era and region, and paired paid social with direct mail to reach households outside broadband-dependent channels.
Execution
Paid Meta campaigns, connected TV, rural direct mail to 60,000+ households, and a resource hub built for warm handoff to Oregon DVA county service officers and the Veterans Crisis Line.
Results
147,000 individuals reached to date, with continuous month-over-month growth in resource-page visits and service-officer referrals — strong enough performance to earn a 4th consecutive year of funding.
"Wicked Bionic reaches Oregon veterans and their families in ways our own channels never could — and they prove it with numbers we can take to the legislature."
[CLIENT REFERENCE — name/title on request]
Relevance to VISN 8 / HSA 2.3
This is the same playbook HSA 2.3 needs: a caregiver- and family-first campaign that reaches rural and island communities across Florida, Puerto Rico, and the U.S. Virgin Islands in the languages they actually speak, with direct-mail fallback where broadband can't be assumed — measured on referrals, not impressions.