The Michael E. DeBakey VA Medical Center sought a modern, research-driven approach to increasing awareness and acceptance of evidence-based psychotherapies for PTSD, a mission-critical challenge given ongoing barriers to treatment adoption among veterans. STRIVE3 was selected to serve as the creative direction and production partner for this groundbreaking initiative. Working alongside clinical leaders and behavioral science experts, we collaborated to shape a strategic creative direction that communicated both the efficacy and hope offered through validated PTSD treatments.
STRIVE3 produced six original video advertisements, each intentionally crafted to test unique message frames, ranging from emotional storytelling to straightforward educational appeals. Every video was designed to meet strict clinical accuracy standards while remaining highly accessible to veterans and family members. The production approach balanced authenticity, empathy, and research-backed behavioral nudging, resulting in compelling content tailored to veterans ages 35–60. Delivered on time, within scope, and with creative excellence, these assets provided the VA with actionable insights into what messaging best motivates treatment-seeking behavior.
The campaign became the VA’s first direct-to-consumer outreach model focused specifically on behavioral health interventions, setting a precedent for future national veteran mental health communications. STRIVE3’s work expanded understanding of EBPs for PTSD, improved perceptions of their effectiveness, and empowered more veterans and families to seek life-changing treatment options. This initiative demonstrates STRIVE3’s ability to merge creative storytelling with mission-oriented precision, advancing veteran wellness through informed, human-centered communications.