52 veterans and first responders participated in groundbreaking TBI research
Media Impressions
Database Growth
Online Fundraising Increase
In Media Value
Cerner Veteran Brain Health Research Case Study:
Building National Awareness and Congressional Engagement
Client Goals
Cerner, a leading electronic medical records company specializing in hospital systems, had recently been awarded a $10B contract by the U.S. Department of Veterans Affairs to transition the VA’s medical records to Cerner’s electronic platform. While Cerner had deep expertise in healthcare technology, the company had limited experience operating within the military and veteran ecosystem. They needed a strategic initiative that would build credibility with policymakers on Capitol Hill, while also creating authentic connections with the Washington, DC community and military and veteran audiences nationwide.
The Work
EMME designed and executed a comprehensive corporate social impact initiative that combined nonprofit partnership, medical research, documentary storytelling, and national media outreach to elevate awareness around traumatic brain injury (TBI) treatment for veterans and first responders.
The program began with the creation of a research initiative through the LifeAid Research Institute, a nonprofit established to test innovative treatment protocols for individuals suffering from traumatic brain injuries, PTSD, and severe mental health disorders. EMME then produced a national documentary to capture the stories of participating veterans and first responders, as well as the experiences of their families, bringing the research to life through powerful human storytelling.
The initiative was amplified through an integrated communications strategy that included national public relations outreach, employee screening events, a Capitol Hill screening for policymakers, social media storytelling, and television promotion designed to bring visibility to the research and expand the conversation around veteran brain health.
The Tactics
- Corporate–nonprofit partnership strategy
- Production of a national television documentary
- Public relations outreach to national media
- Digital content hub and campaign website
- Video storytelling featuring veterans and first responders
- Congressional screening and policy outreach
The Results
The campaign elevated national awareness around traumatic brain injury research affecting veterans and first responders while positioning Cerner as a leader in veteran health innovation. The initiative also facilitated strategic engagement with members of Congress and key policymakers, helping strengthen relationships that supported Cerner’s continued growth of its VA contract and broader presence within the military health ecosystem.