Our Work
VHA Office of Mental Health & Suicide Prevention (OMHSP) Keep It Secure.net Campaign
Overview
The VHA Office of Mental Health and Suicide Prevention (OMHSP) Suicide Prevention Program (SPP), oversees a national suicide prevention public health campaign that incorporates public service announcement videos (“PSAs”) focused on Lethal Means Safety (LMS), with an emphasis on firearms safety. Trilogy developed and implemented a six month paid media plan for deployment of the PSAs and related static image assets across a variety of paid media platforms. Trilogy also provided website development and maintenance support for KeepItSecure.net and supported on-site distribution of KIS assets and gun locks at numerous sporting events across the country, including the Army/Navy college football game, NFL games, and NASCAR races.
Approach
Trilogy executed a $5 million paid media campaign with a strategy that optimized ad buy placements for specific target audiences (including female and LGBTQ Veterans) in a variety of media channels, including traditional and online television networks (e.g., CBS, Paramount+), online gaming (e.g., Twitch), and streaming music services (e.g., Spotify). Trilogy also employed algorithmic optimization to fine-tune ad placements in key word searches (e.g., suicide prevention, gun safety) to maximize the reach and impact of the KIS PSAs and display assets and drive traffic to the KIS website.
Results
The KIS paid media campaign was highly successful due the strategic, creative, and diversified media strategy that increased awareness of LMS and boosted traffic to the KIS website. The campaign was able to successfully stretch the “shelf-life” of the PSA videos and expand their reach to new and previously untapped audience segments who were interested in gun security and Veteran suicide prevention techniques.
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