Lock and Talk Virginia launched the Connect. Support. Thrive. initiative in honor of National Family Caregivers Month with a focus on a group that too often goes unrecognized: military caregivers, frequently referred to as "Hidden Heroes." The campaign was built around a simple but powerful idea that caregivers deserve the same attention, support, and resources as those they care for.

The initiative zeroed in on promoting caregiver self care, mental wellness, and access to community resources, with outreach directed at military families, caregivers, and veterans across the region. Social media graphics and video content were produced in multiple formats to maximize engagement and ensure seamless placement across platforms. To amplify the message even further, media placement was executed in partnership with iHeartMedia, bringing coordinated outreach to an even broader audience.