Includes bibliographical references (p. 89-92).

Introduction -- Rationale, Content, Design, and Dissemination of the Real Warriors Campaign -- Results of RAND’s Assessment of the Real Warriors Campaign -- Recommendations to Improve Future Design and Dissemination of the Real Warriors Campaign – Appendix A: Summary Description of Appendixes B through F – Appendix B: Literature Review Methods and Findings – Appendix C: Expert Panel Methods and Findings – Appendix D: Expert Panel Methods and Findings – Appendix E: Content Analysis Methods and Findings – Appendix F: Methods and Findings from RAND Analysis of Real Warriors Campaign Communication Metrics.

The Real Warriors Campaign (RWC), launched in 2009, is a multimedia program designed to promote resilience, facilitate recovery, and support the reintegration of returning servicemembers, veterans, and their families. This report presents findings based upon an independent assessment of the campaign. It identifies which aspects of the campaign adhere to best practices for health communication campaigns and how the campaign could improve both its content and its dissemination activities. The assessment included an expert panel which identified best practices for health communication campaigns and rated the RWC according to those practices, telephone discussions with organizations that partnered with the campaign, a content analysis of the campaign’s website, an analysis of communication measures collected by the campaign, and a review of relevant documents describing campaign design and development. Findings suggested that the RWC shows promise in its ability to reach its intended target audiences and achieve its goals, but needs to invest in mechanisms that allow it to be nimble, monitoring the needs of the target populations and adjusting the campaign activities to meet those needs.

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