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. 2013 Jul;48(10):908-21.
doi: 10.3109/10826084.2013.797996.

Reaching soldiers with untreated substance use disorder: lessons learned in the development of a marketing campaign for the Warrior Check-Up study

Thomas O Walton  1 , Denise D Walker, Debra L Kaysen, Roger A Roffman, Lyungai Mbilinyi, Clayton Neighbors
Affiliations

Reaching soldiers with untreated substance use disorder: lessons learned in the development of a marketing campaign for the Warrior Check-Up study

Thomas O Walton et al. Subst Use Misuse. 2013 Jul.

Abstract

The Warrior Check-Up, a confidential telephone-delivered intervention, is designed to reach active-duty soldiers with untreated substance-use disorder at a large U.S. military base. This paper describes the development and successful implementation of the study's marketing strategies at the recruitment period's midpoint (2010-2012). Qualitative analyses of focus groups (n = 26) and survey responses (n = 278) describe the process of campaign design. Measures of demographics, media exposure, post-traumatic stress, anxiety and depression gathered from callers (n = 172) are used in quantitative analysis assessing the campaign's success in reaching this population. Implications, limitations, and suggestions for future research are discussed. Department of Defense provided study funding.

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Conflict of interest statement

Declaration of Interest

The authors report no conflicts of interest. The authors alone are responsible for the content and writing of the article.

Figures

FIGURE 1
FIGURE 1
“Signature Ad,” adapted from an earlier ad to feature a combat patch.
FIGURE 2
FIGURE 2
“Bottle Ad,” most-preferred by survey respondents.
FIGURE 3
FIGURE 3
“Hooked Ad,” targets concerns about prescription misuse.
See this image and copyright information in PMC

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