The Cheyenne VA Health Care System had two connected goals: raise awareness of its Relationship Health and Safety Program and build excitement around the Promoting Our Women Warriors (POWW) event for women Veterans. Reaching Veterans spread across Wyoming and northern Colorado required a targeted, digital first approach that could deliver the right message to the right people at the right time.

A geotargeted digital advertising campaign was launched to do exactly that, serving ads to mobile devices across the VA catchment area with messaging that highlighted confidential support resources available to Veterans navigating relationship challenges. As the campaign progressed, messaging was adapted mid campaign to balance both program awareness and event promotion for the POWW gathering in Casper, Wyoming, keeping the content fresh and relevant throughout.