Open Arms – Veterans & Families Counselling

April 11, 2019 · Government

Open Arms is the Department of Veteran Affairs’ mental health service, offering free and confidential counselling for current and ex-serving ADF personnel and their families.

The business issue

The Veterans & Veterans’ Families Counselling Service embarked on a re-branding exercise, as research indicated that the old brand was no longer relevant to the vast range of cohorts they were serving.

The requirement was to develop an evidence-based contemporary brand which resonates strongly with currently serving and ex-serving ADF personnel and their families.

Marketscape worked with a creative design agency which developed the creative concepts for the brand, based on the exploratory research.

Research objectives

  • To understand veterans and their families perceptions of the brand and expectation of what it should deliver
  • To discover the new brand’s personality, perceived emotional and functional benefits, and their relationship with the brand
  • Test the current brand proposition, name, logo and tagline
  • Test creative concepts of the new brand, new value proposition, and range of collateral materials

Research methodology

Conduct of extensive qualitative research (both in-depth interviews and workshops) with a range of cohorts. The research was conducted in two phases: exploratory (to inform the brand development) and testing/ validation (to test the creative brand concepts).

The outcome

The new brand ‘Open Arms’ was successfully launched at the Invictus Games and the service has seen increase in awareness and demand.

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