Assessment of the Content, Design, and Dissemination of the Real Warriors Campaign.

摘要

The purpose of this report is to present findings based upon an independent assessment of the content, design, and dissemination of the Real Warriors Campaign. The assessment was conducted between January and August 2011. Launched in 2009, the Real Warriors Campaign is a large-scale multimedia program designed to promote resilience, facilitate recovery, and support the reintegration of returning servicemembers, veterans, and their families. The campaign itself is fairly new; at the time of this report, there was the possibility of changes to the content or dissemination of the campaign because the contract to manage the campaign was being re-competed. Therefore, the assessment described in this report focuses on identifying which aspects of the campaign adhere to best practices for health communication campaigns and ways the campaign could improve both its content and its dissemination activities. To conduct the assessment we convened an expert panel, conducted telephone discussions with organizations that partnered with the campaign, performed a content analysis of the campaign s website, analyzed communication measures collected by the campaign, and reviewed relevant documents describing the design and development of the campaign.