RSL Be:Well is an online wellbeing program that assists veterans and their families in their transition to civilian life. To increase monthly enrolments, we developed a behaviour-change campaign that aimed to shift attitudes from avoidance to active engagement, with content that reframed wellness as strength-building rather than problem-solving. The 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.