Taking veteran healthcare mainstream
10%
Of all GP practices in England signed up during the campaign period
In three months we increased the proportion of sign-ups from 40% to 50%.
4
Months of consecutive record sign-ups
Outside of Remembrance Day, never had more than 100 practices signed up in a single month. In the four months of our campaign we beat that total every month.
The challenge.
Following the success of our previous Remembrance Day campaigns, we were commissioned by the Government’s Office for Veteran Affairs (OVA) to build on that momentum. However, with Remembrance Day behind us, we’d need a strong angle to cut through the noise.
Our research of 5,000 veterans uncovered a startling truth - many are currently struggling with their health but don’t visit their GP for fear of not being understood by a civilian. We built a range of media and stakeholder packages to announce the finding and drive people back to the website to sign-up.
The Evergreen impact
170+
Media articles (output)
We reached our audience with 170 media items, including 12-minutes on BBC Breakfast, an article in the very influential British Medical Journal (BMJ) and coverage in The Guardian.
5,000
Visits to the landing page in one week (outtake)
We received an overwhelming response, with 5,000 people visiting the landing page in just one month. We also optimised the page and its content for effectiveness.
100+
Sign-ups for 4 consecutive months (outcome)
By generating record sign-ups for four months running we hit our campaign target three months earlier - meaning more veterans will get access to the healthcare they deserve.
Dr Alan Finnigan, Director of Nursing & Military Mental Health University of Chester
