A strategy exploring shared positive outcomes after mental health treatment.
Work_
Content Strategy
Copywriting
Year_
2024
About_
Many Veterans seeking mental health care experience positive outcomes after treatment, including recovery, hope, and improved well-being. As part of the Department of Veterans Affairs Make the Connection campaign, these Veterans share their unique journeys to better living, from recognizing their challenges to seeking treatment and the various outcomes they experienced.
For Mental Health Month in May, I developed a strategy to amplify these inspiring stories of veterans under the theme “Today I Am.” This approach aimed not only to destigmatize seeking help but also to highlight the potential for improved health after treatment for various mental health challenges.
To share their stories, I created a cross-channel strategy designed to reach Veterans and their supporters wherever they are, providing actionable messaging tailored to their needs through:
Website Content
Email Newsletter Content
Downloadable Outreach Materials
Social Media Content
Paid Media Content
Throughout their journey, each audience member was encouraged to watch a video featuring real Veterans and their attainable outcomes, including their mental health challenges and the steps they took. They also learned about the various treatments and self-help tools available and how to take the next steps toward connecting with care.
Tactics included a media mix that included many engagement-driving graphic posts, teaser videos, interactive polls, curated playlists, and more.
Results_
The campaign’s media mix contributed to a 78% increase in engagements from 2023 to 2024.
Tactics drove over 3.3 million website visits, 600 million ad impressions, 300K social engagements, and 700K video views on social channels.
NFL x Domestic Violence Awareness
A strategy to amplify resources around domestic and sexual violence.
Work_
Content Strategy
Copywriting
Year_
2024
About_
While managing the social media accounts of NFL EVP of Football Operations Troy Vincent Sr., I created a strategy to enhance one of his key messaging pillars: advocating for the end of domestic and sexual violence.
In preparation for Domestic Violence Awareness Month (DVAM) in October, I developed a comprehensive strategy to raise awareness of this critical issue among Troy’s audience.
My approach included creating engaging content highlighting the roles men can play and the specific actions they can take during DVAM and throughout the year to contribute to the conversation and the solution.
I shared Troy’s published op-ed about his experience and promoted it on social media to shed light on the issue from a trusted perspective. Tactics included:
Educational posts featuring important statistics about domestic violence and its impact on survivors.
Amplifying resources for survivors from reputable organizations, such as the Domestic Violence Hotline.
Showcasing voices from survivors through podcast episodes that addressed the issue, articles, and more.
Worked with in-house designers to develop unique graphics and slideshows that outlined actionable steps for men to engage in this conversation.
Results_
Over the course of Domestic Violence Awareness Month, Troy’s social posts on X, Facebook, and Instagram garnered over 600 engagements. Video content received over 33K views.
2020 Census x Reputational Threat Monitoring
A strategy to combat myths and rumors about the 2020 Census.
“The Census Bureau’s Trust & Safety Team coordinates and integrates our efforts with external technology and social media platforms, partner and stakeholder organizations, and cybersecurity officials. It enables us to work together across the public and private sectors to protect the 2020 Census and make sure the information you receive about the 2020 Census is factual and accurate.”
Work_
Social Listening
Content Strategy
Copywriting
Year_
2020
About_
What do you get when you combine a Constitutionally mandated decennial survey, a pandemic, presidential election, natural disasters, rumors, and misinformation?
This combination of circumstances presented challenges for my team, which was part of a first-of-its-kind Trust & Safety team for the 2020 Census.
The Census is a population count that determines congressional representation and plays a crucial role in the distribution of federal funds.
However, unexpected real-world events significantly impacted the types of information my team encountered. I performed daily media monitoring, and developed unique queries using social listening tools to identify misinformation and disinformation regarding the U.S. Census, its people, and its operations that could negatively affect the count.
Additionally, I created proactive responses and resources to communicate accurate information.
Real-world events, such as a global pandemic, posed new challenges to the collection of the count, and advancements in digital media accelerated the spread of misinformation and disinformation.
Working with my team, I helped disseminate accurate information on the Census website so that the public could fact-check emerging myths and rumors.
Results_
Together, my team identified over 100 unique issues that could have undermined public trust in the critical decennial survey. Timely and proactive communication about the count helped us combat misinformation and inform the public effectively.
Katy Stanley 