The Goals.

In 2018, Cerner was contracted by the VA and DoD to implement electronic health record systems, aiming to create a single digital record for service members and veterans. This would endeavor to position Cerner as the leader in military records technology. By 2020, Cerner aimed to boost its brand as a supporter of veterans and active-duty military and sought a nonprofit partner connected to the military audience.

The Work.

EMME created a partnership with LifeAid, a leading research non-profit organization specializing in suicide prevention for military veterans and first responders. The partnership funded exploratory research for alternative therapies in order to establish a new protocol that treats the health of the brain vs mental health symptoms. The marketing campaign included public awareness and education tactics, TV production, a medical research study, and employee events to build internal awareness. The assets included a public relations press kit, event promotional materials, 10 digital videos, 2 TV & radio PSAs, a national TV documentary with congressional screening, social media presence, and a new website.

The Tactics.

The Results.

More than 100 military veterans and first responders were included in the 2020 study. Results were extremely promising, leading to a peer reviewed manuscript published by Wake Forest Neurology. The public awareness campaign attracted support from national media, including a TV Special, “No Vet Alone” on 3 national networks, and sustained publicity that earned the attention of lawmakers on Capitol Hill, and additional funding for further research from the VA.