Communications Approach

COMMUNICATIONS APPROACH

Extending Services to Medically-Releasing Members

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)

Tactics / Description / Audience / Required Products / Target Date / OPI
Status
In-person meeting of Working Group / Working Group established, including Board members, Executive Directors, FLOs, MFS staff / 7 pilot MFRC / WG Terms of Reference
Records of Discussion / August 2015 / Louise/MFS
Complete
Standard Operating Procedures / SOPs that include a number of foundational documents, collected under one package / 7 pilot MFRC, specifically intended for operationalization of Program / MOU, Partnership Agreement, Performance Measurement criteria, financial management / 1 October 2015 / Louise/MFS
Ongoing
In-person training #1
Cornwall / Training for the new Veteran Family Coordinator position to support medically-releasing members / 7 pilot MFRC locations / Training materials (TBC) / September 2015 during Strengthening Resilience Conference / Louise/MFS
Planning in progress
In-person training #2
Ottawa / Training for the new Veteran Family Coordinator position to support medically-releasing members / 7 pilot MFRC locations for new Family Coordinators who did not attend Cornwall SR training / Training materials (TBC) / Jan/Feb 2016 / Louise/MFS
Not started
Corporate Website / A central location where all documentation is held / 7 pilot MFRCs / All related documents / Ongoing / Richard /MFS
In development
Comms support materials / Support materials to assist MFRCs in responding to general or media queries / 7 pilot MFRCs / Key Messages
FAQ about Program / 1 October 2015 / Julie/MFS
In progress
Promotional material for intended users / Material to better explain the Program and service / For target group, to be distributed by MFRC / Veteran Family Journal
Brochure
Magnet / 1 October 2015 / Antonina/MFS
In development

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

Tactic / Description / Audience / Products / Target Date / OPI
Status
Corporate Correspondence / Information for service providers accompanied by the brochure and magnets / All points of contact with eligible medically-releasing CAF members and families, including SCAN seminars and during a member’s out clearance procedure.
/ Letter from Director, Military Family Services / 1 October 2015 / Antonina/MFS
Not started
Promotional material for intended users / Material to better explain the Program and service offerings / All points of contact with medically-releasing CAF members and families, including SCAN seminars and during a member’s out clearance procedures. / Letter of introduction of services
Brochure
Postcard
Magnet / 1 October 2015 / Antonina/MFS
Not started
FamilyForce.ca / Establish web presence to house information, resources and promote 3 access points: MFRC, FF & FIL. / All points of contact with medically-releasing veterans and their famlies / Content pulled from Veteran Family Journal / 1 October 2015 / Karen
Not started

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

Tactic / Description / Audience / Required Products / Target Date / OPI /Status
CANFORGEN / Announcing launch of joint CAF-VAC pilot project / CAF-wide / CANFORGEN / 24 October 2015 / Louise/MFS
Article for Maple Leaf, CMP Newsletter, Defence News & Base/Wing newspapers / An article to highlight the launch of the Program / DND/CAF leadership
Defence community
/ Article / 24October2015 / Antonina/MFS
CFMWS PAO
Not started
Public Launch Event
*TBC – Contingent on ability to obtain ministerial approval in time / Launch event of the pilot project intended to provide leadership visibility / DND/CAF/VAC leadership
Military community
General public / PA Planner PA approval by leadership/PA and products / 24 October 2015 in Valcartier to coincide with Criée d’automne event where CDS, VAC ADMand MFRC Executive Directors of 7 pilot locations are invited to attend
Ministerial representatives to be invited following election. / Julie/MFS
CFMWS PAO
VAC PA
Not started
Social Media Channels (CAF commands,VAC, MFS, JPSU, CAF Transition) / Information about the pilot project and availability of services / CAF members & families
Defence community / Social Media Approach with proposed
Tweets
Facebook messages / 24 October 2015 / Chantal/MFS
CFMWS/PAO
VAC PA
Not started

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

Tactic / Description / Audience / Required Products / Target Date / OPI /Status
Canadian Military Family Magazine
Legion Magazine
Esprit de Corps
Salut Magazine / An article to highlight the launch of the Program / DND/CAF leadership
Defence community
CAF members and military families
/ Article / 24 October2015 / Antonina/MFS
CMFWS PAO
Not started
Public Launch Event
*TBC – Contingent on ability to obtain ministerial approval in time / Public launch event of the pilot project intended to celebrate the launch of the Program / General public
DND/CAF/VAC leadership
Defence community
Military families / MEP
Media advisory
Media release
MRLS
Q&A
Speaking Remarks / 24 October 2015 in Valcartier to coincide with Criée d’automne event where CDS, VAC ADM and MFRC Executive Directors of 7 pilot locations are invited to attend
Ministerial representatives to be invited following election. / Julie/MFS
CFMWS PAO
VAC PA
Not started
Social Media Channels (CAF/VAC/CFMWS/MFS) / Information about the pilot project and availability of services / DND/CAF leadership
Defence community / Social Media Approach with proposed
Tweets
Facebook messages / 24 October 2015 / Chantal/MFS
CFMWS PAO
VAC PA
Not started

9. SPOKESPERSONS

The following individuals are potential spokespersons

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

Spokesperson / Position / Occupation
TBC / Minister of Veteran Affairs Canada
Lieutenant-General Jonathan Vance / Chief of Defence Staff
Lieutenant-General Christine Whitecross / Chief of Military Personnel
Commodore Mark Watson / Director General Morale and Welfare Services
Colonel Dan Harris / Division Head Military Family Services
Marie-Claude Michaud
Colleen Calvert
Willie Van Lankvelt / Valcartier MFRC Executive Director
Halifax MFRC Executive Director
Shilo MFRC Executive Director
Medically-releasing Veteran / TBC
Family member of medically-releasing Veteran / TBC

10. EVALUATION

PointofAccess / InformationRequired
MFRC(Broken
downby7sites) / #ofMedically-ReleasedVeterans
#ofSpouses ofMedically-Released Veterans
# of Children of Medically-Released Veterans
#ofParentsofMedically-ReleasedVeterans
#ofOtherofMedically-Released Veterans
#oftimeseachindividualservicewasaccessedbytheVeteranWelcome/Communityorientation;Workshopsforchildren/Teens,Parentingworkshops;Emergencychildcare;Outreach/informationandreferral;Employment/Educationassistance;Personal
Growth/Developmentprogramming;Secondlanguageservices…
#oftimeseachindividualservice wasaccessedbyfamily(Brokendownbyfamilymembertype-spouse,child,parent,other)*Welcome/Communityorientation;Workshopsforchildren/Teens,Parentingworkshops;Emergencychildcare;Outreach/information andreferral;Employment/Education assistance;Personal
Growth/Developmentprogramming;Secondlanguageservice…
ProportionatecostsofVeteranandfamilyutilizationofeachindividual service.
#ofclientsperVeteranFamilyCoordinator
#ofreferralstoVAC-typeofreferralandreason
#ofreferralstocommunityorganizations-typeofreferralandreason
#ofTrainingSessionsand#ofParticipants
Durationoftrainingsessions(e.g.2hours)
VeteranandFamilySatisfactionReportatmid-pointandendpoint
#ofactive,dormantandclosedcasefilesperVFC.
HowveteransandfamilymembersbecameawareofMFRCservice.
FamilyInformationLine / #interactions with medically-releasingVeterans &/or families
#of interactions with spouses of medically-releasingVeterans &/or families
#ofinteractions with children of medically-releasingVeterans &/or families
#ofinteractions withparentsof medically-releasingVeterans &/or families
Other
#ofreferralstoVAC
#ofreferralstocommunityorganizations(bytypeofreferral)
TypeofIssue
Typeofserviceprovided
FamilyForce / #of hitsviaonline portal
Social Media Metrics / #impressions & engagement on Twitter
#fans and post reach on Facebook (including VAC #s)
#fans

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

As of : 8 September 2015