BACKGROUND & RESEARCH OBJECTIVES 1 The Second Thing PSA Campaign Topline Research Findings

Many Veterans are not aware of the full range of VA benefits and believe that the VA could better communicate about the services available to them. Veterans very much want the VA to succeed. Although some have had negative experiences in the past, most are receptive to engaging with the VA and are eager to learn more about VA benefits and services. The Second Thing campaign shifts perceptions of the VA, humanizes the VA, and positions the VA as being proactive rather than reactive. The Second Thing campaign resonates with the full range of Veterans, regardless of age, gender, combat experience, or period of service. The campaign is equally well-received by Veteran family members, who often play an important role in encouraging Veterans to explore VA benefits. Most importantly, The Second Thing campaign helps Veterans and their families realize that they may be missing out on potentially life-changing benefits and motivates them to look into the services that may be available to them. 2 Summary of Research Findings

The U.S. Department of Veterans Affairs (VA), in partnership with the Ad Council and DDB Chicago, created a PSA campaign to raise awareness of VA benefits and services among America’s Veteran population. Research has been conducted at all phases of campaign development to inform, optimize, and validate campaign materials. Research included: Exploratory research with Veterans and family (quantitative & qualitative) Communications checks to test The Second Thing creative concept Usability Testing to optimize TheSecondThing.gov Tracking Research to measure effectiveness and impact of PSA campaign 3 Background and Research Objectives

Exploratory Research Summary [Jan 2013] Focus groups were conducted in Chicago and Nashville to assess the current mindset of Veterans and family members. Additionally, a national survey was conducted to gauge opinions of 600 Veterans and 200 influencers (with a diversity of demographics and military experience). Overall Perceptions: Veterans believe in the VA’s mission. They deeply care about the organization and want it to succeed. Although different Veterans describe varying needs and relationships with the VA, there seems to be opportunity to activate and communicate with every generation. Family members are pivotal to spurring action. They are poised to participate in the conversation on VA benefits, have fewer pre-conceived notions, and are actively involved in Veterans’ financial and longer-term decisions. Key Takeaways: Benefits should be conveyed in straightforward language without exaggeration. Veterans already understand that you must be eligible to qualify for specific benefits. Veterans trust other Veterans and are eager to help. There is a great opportunity to encourage the sharing of positive experiences, which can be one of the strongest motivators. 4

Exploratory Research Summary [Jan 2013] Key Motivators: Hearing another Vet’s positive experience with VA services is the single strongest motivator. Authenticity and Vet-To-Vet perspective are critical, particularly for younger segment. Current stats on VA benefits usage are both credible and motivating. Veterans are driven by a fear of missing out on benefits and are surprised by how easy it is to see if you are eligible for most benefits *The idea that these benefits are something Veterans have earned for serving their country had high agreement scores, but was not particularly motivating. Key Barriers: At present, many Veterans believe that the VA could more clearly communicate its array of benefits. Some Veterans have negative perceptions of the VA and VA.gov that stem from personal negative experiences. Campaign-specific website is recommended. Some older Veterans question the relevancy of VA benefits for their life-stage. *The idea that Veterans wouldn’t seek information about benefits because they might take away from others who need VA resources more, e.g. disabled Veterans, was seen as an excuse, but not a significant barrier. 5

16 focus groups with 48 Veterans and family members were held in New York and San Antonio to test the Second Thing idea among all segments and demographics (English/Spanish). Key Takeaways: The First Thing/Second Thing idea is very memorable, easy to understand, and resonates with all generations of Veterans. The call to action is effective and motivating. The creative idea connects with Veterans and family members on an emotional level, whether or not they (or their loved ones) have seen combat. Positioning VA benefits as The Second Thing elevates the importance of obtaining benefits and therefore makes VA benefits a priority that demands action. The communication comes across as genuine and modest. The Second Thing positively shifts perceptions of the VA. The communication humanizes the VA and positions the VA as being proactive rather than reactive. By literally placing Veterans first and the VA second, the communication dispels the thought that the VA thinks of Veterans as “just another number”. Communications Checks Summary [Jun 2013] 6

Specific language was found to be particularly effective: “With a lifetime of benefits…” Communicates the breadth of benefits available throughout life. "You may be eligible for more than you think.” Triggers reappraisal and prompts Veterans to seek out benefits they might be losing out on. This did not come across as an overpromise (e.g. all you need to do is sign up for benefits). “Whether it’s been days or decades…” Memorable, and lets Veterans know messaging is being directed to all Veterans. Reminds them that it’s never too late. Campaign imagery and photography were also very attention-grabbing. Communications Checks Summary [Jun 2013] 7

Based on research testing with Veterans, communications were optimized for our target audience by: Featuring a breadth of benefits: Important to communicate a range of benefits beyond health and education as many were already aware of these benefits. Making TheSecondThing.gov prominent throughout all materials to improve website recall. Speaking to all Veterans and family: Not all Veterans “come home” after serving their country. Ensured we are speaking to all Veterans by saying “Every Veteran has the first thing they did after they served.” Broadening the reach of our messaging by changing “You may be eligible…” to “You and your family may be eligible”. Communications Checks Summary [Jun 2013] 8