RSL Be:Well is an online program that addresses holistic health and wellbeing factors to assist veterans and their families in their transition to civilian life. Recognising that many veterans hesitate to seek help due to stigma and a “self-reliance” culture, the campaign aimed to shift behaviour from avoidance to active engagement.

 The key was developing targeted content that reframed wellness as strength-building rather than problem-solving. This allowed veterans to take control through online learning modules that specifically addressed pain management, nutrition, and sleep health.

Our creative strategy focused on research-informed behavioural triggers specific to veteran experiences, using peer testimonials and practical, action-oriented messaging to encourage program participation. Results greatly exceeded all campaign targets, including a 600%+ increase in the total user base.