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Full-Text Articles in Social and Behavioral Sciences
Make The Connection: Personal And Institutional Identity In The U.S. Department Of Veterans Affairs Ptsd Campaign, Staci B. Smith
Make The Connection: Personal And Institutional Identity In The U.S. Department Of Veterans Affairs Ptsd Campaign, Staci B. Smith
Open Access Theses
The common procedure in a health campaign is to use fear and guilt appeals to influence health behaviors among target populations (Mattson & Lam, 2016). The use of identity, identification, and reframing in a health campaign has been relatively under-explored. This study examines invitations to identification and reframing in a specific health campaign, the U.S. Department of Veterans Affairs (VA) “Make the Connection” campaign. With the issues of mental health and post-traumatic stress disorder (PTSD) reaching high levels of attention in media and society, the VA’s Make the Connection campaign encourages military veterans and their families to seek help for …