Communications Approach

COMMUNICATIONS APPROACH

and their Families

1. BACKGROUND / ISSUE

There is increasing public attention on the challenges faced by medically-releasing Canadian Armed Forces (CAF) personnel who are transitioning from active service. There is also increasing concern for the families caring for ill and injured personnel and Veterans. Approximately 1,200 military members are medically released each year, with 700 spouses and 850 children impacted.

On23 November 2014, a joint announcement by the Ministers of Veterans Affairs and National Defence dedicated resources to respond to gaps in services for CAF members and their families as they transition from active service to veteran status.

The official announcement and backgrounder can be found at

Since this announcement,Veterans Affairs Canada (VAC) and the Canadian Armed Forces (CAF) have been working together onthe development of a four-year pilot project that will extend programs and services to support medically-releasing CAF members and their families commencing 1 October 2015.

This four year initiative willexpand access at seven Military Family Resource Centres (MFRCs) to ill and injured veterans and their families for a period of two years post-release. Additional resources will also be extended for this pilot through the 1-800 Family Information Line and FamilyForce.ca.

The seven pilot locations are in Esquimalt, BC; Edmonton, AB; Shilo, MB; Trenton, ON; North Bay, ON; Valcartier, PQ and Halifax, NS and have been identified as communities where medically-releasing members may likely be settling. Members who have been medically released as of 30 November 2014 and their families are qualified as eligible.

2. OBJECTIVES

The objective of this communications approach is to heighten awareness about the availability of support to eligible medically-releasing CAF members and their families for a period of two years post-release through the CAF-VAC pilot project that will run from 1 October 2015 to 30 September 2019.

3. AUDIENCES

a)Medically-releasing Canadian Armed Forces personnel and their families who are transitioning from active service(approximately 1,200 medically-releasing members per year. Members (ie. Veterans)who have medically released as of 30 November 2014 are eligible)

b)Service points to services (i.e. MFRCs, IPSCs, VAC offices, FIL, and Legion offices)

c)CAF/VACleadership, including B/W Commanding Officers, and thewider Defence community

d)General public.

4. APPROACH

A proactive communications approach will be carried out by the CAF’s Military Personnel Command and VAC to directly target the approximately 1,200 eligible medically-releasing CAF members and their families who will be transitioning to veteran status. These members and their families will be made aware of the services of the MFSP available to them through this pilot project.

On a national scale public relations and social media tactics will also be employed to heighten awareness of the Government of Canada’s efforts in addressing the health and well-being of themedically-releasing veteran community.

Although the pilot project is scheduled to begin offering services to qualifying medically-releasing members and their families as of 1 October 2015, a launch event is proposed for later in the month given the upcoming federal election on Monday, 19 October. This approach will help mitigate the imposed embargo on release of communications products prior to election and allows for a three-week introduction of services before a public launch to heighten awareness.

5. STRATEGIC CONSIDERATIONS

The communications approach must include these critical aspectsin order to facilitate a seamless experience for the primary audience – medically-releasing veterans and their families:

a)Internal communications to the seven pilot locations to facilitate their communications efforts with target population;

b)Internal communications to all points of contact, including MFRCs, VAC (National Client Contact Network, Client Service Team Managers, case managers)and Service Canada offices, Joint Personnel Support Units (JPSUs), Integrated Personnel Support Centres (IPSCs), Family Information Line (FIL) and Legion offices to facilitate their response to medically-releasing veterans and their families who contact them for support and services;

c)Internal communications to Chain of Command/CAF leadership, including B/W Commanding Officers, and the wider Defence community to make them aware of the availability of this new pilot program; and

d)External communications to general public to demonstrate Government of Canada support of medically-releasing Veterans and their families.

6. KEY MESSAGES

• The Department of National Defence, Canadian Armed Forces and Veterans Affairs Canada are committed to the well-being of members, Veterans and their families.
• To better support medically-releasing Canadian Armed Forces members and their families who are transitioning from active service, a four-year pilot projectwill connect them to a familiar network of support and services available through the Military Family Services Program (MFSP).
• Approximately 1,200 members medically release per year. Members who have been medically released as of 30 November 2014 and their families are eligible.
• Military Family Services Programservicesand resources will be accessible at seven Military Family Resource Centre locations, as well as through the 24/7 Family Information Line and online at familyforce.ca.
• The seven pilot locations are at existing MFRCs located in Esquimalt, BC; Edmonton, AB; Shilo, MB; Trenton, ON; North Bay, ON; Valcartier, PQ and Halifax, NS and have been identified as communities where medically-releasing members may likely be settling.
• As the primary military family service organization, Military Family Resource Centres are well positioned to extend their services during a Veteran’s transition period.
• Access to the Family Information Line offers 24/7 bilingual, confidential telephone and email services that provides supportive counselling, information and referral to services, and immediate crisis management and support.

• FamilyForce.ca is another access point that will help guide medically-releasing members and their families to available online resources.

7. MARKETING TAGLINES

The following taglines will be used in marketing materials:

• Easing your transition / Nous facilitons votre transition
• When everything else is changing / Lorsque que tout semble changer
• Fostering family resilience / Nous encourageons la résilience familiale
• Continuing the journey with you / Nous parcourons le cheminement avec vous

8. Tactical plan(to address strategic considerations)

8.1 INTERNAL (for seven pilot locations)

8.2 INTERNAL (for all points of contact: all 32 MFRCs, VAC offices, FIL, JPSU leadership and staff, all 24 IPSCs,and Legion offices)

8.3– INTERNAL (for CAF Leadership, including B/W COs, Defence Community & Personnel)

8.4– EXTERNAL (for the general public and interested parties)

9. SPOKESPERSONS

The following individuals are potential spokespersons

Individual roles are to be confirmed closer to official launch date.

10. EVALUATION

Drafted by / Préparée par: Julie Leblanc, MFS Senior Communications Manager

Consulted / Consultation:Louise Hague, Veteran Family Program Development Manager;Lt(N) Michèle Tremblay, CFMWS PAO; Anita Goodfellow, VAC Communications Manager/Jennifer MacLeod, Director, Strategic Communications,

Approved by/ Approbation:Col Dan Harris, Director of Military Family Services

Updated: September 4, 2015

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As of : 8 September 2015