We’re already seeing examples of one of the biggest trends of 2013—authentic storytelling. Marketing campaigns are getting more and more personal, with real stories from real people.
You may be surprised—or not—to know that one organization leading the way is the U.S. Army. Recently, I came across a campaign from the 1st Infantry Division that aims to tackle suicide prevention among soldiers in a more effective way.
I spoke with Mollie Miller from the 1st Infantry Division who filled me in on their “I Know How It Feels” campaign. A campaign that was born and executed within this Division by their own Public Affairs team—not by an agency. The campaign captures actual soldiers admitting things like:
“I know how it feels to choose the harder right,” talking about taking time off to treat an injury.
“Soldier on.” We’ve all heard the saying, meaning tough it out and keep your mouth shut. Who’s tougher than a soldier? The 1st Infantry is trying to change the meaning of “soldier on” and show everyone that being tough means asking for help. That’s strong.
Straight Talk from the Army Chief of Staff
According to Miller:
In late 2012, Army Chief of Staff Gen. Raymond Odierno instructed leaders at all levels the Army refocus their efforts in the realms of suicide prevention. Despite a constant “attack” on suicide, the formation seemed to be losing ground in the effort to prevent soldier/family member suicide. Gen. Odierno asked Army leaders to focus their efforts on several key areas including stigma reduction, combating isolation, and resiliency. In an effort to communicate suicide prevention, stigma reduction and resilience messages to audiences who seemed to have turned a deaf ear to the traditional leadership-driven, buzz word-rich messages, the 1st Infantry Division Public Affairs team launched the “I Know How It Feels” Campaign.
The poster-based campaign is designed to show soldiers, family members and civilians they’re not alone in their struggles. The goal is to motivate them to get help “at the first signs of trouble, rather than waiting until problems seem monumental and unfixable.”
The posters feature actual soldiers, civilians and family members discussing their own personal struggles and what they did to overcome their challenges, like this one below featuring Lt. William Milzarski.
Lt. Milzarski shares his story about the war he brought home and how he sought help for recurring nightmares that disrupted his life.
Talking about feelings and getting help isn’t something anyone in the military is used to. So, it’s especially nice to see real soldiers brave enough to speak out. And it’s even more gratifying to see the positive response their honesty is bringing.
Reaction from soldiers, families and even the public have been very positive. Miller says:
The reaction has been outstanding. The audiences that we targeted (1st Infantry Division Soldiers and family members) as well as several secondary audiences (local community members, Army veterans, extended family members) have been praising this campaign here on post and throughout Facebook. Comments like “outstanding initiative” and “I wish the Army would have done something like this a long time ago” have followed every poster’s launch on Facebook.
This is a campaign that all marketers should take note of–an example of how to target a tough audience and step into delicate territory at the same time.
Follow the 1st Infantry Division on Facebook to see more of the fantastic things they do. And stay tuned to this blog, because I’m on the lookout for more powerful examples of using real-life stories in marketing, advertising and social campaigns to share with you.