Case Study
America’s Heroes at Work – Office of Disability Employment Policy, U.S. Department of Labor
In 2008, Concepts helped conceptualize and launch the America’s Heroes at Work campaign – a U.S. Department of Labor initiative that addresses the employment challenges of veterans living with Traumatic Brain Injury (TBI) and/or Post-Traumatic Stress Disorder (PTSD). America’s Heroes at Work equips employers and the workforce system with the tools they need to help veterans affected by TBI and/or PTSD succeed in the workplace—particularly service members returning from Iraq and Afghanistan.
After extensive research and collaborative strategy meetings with key veterans service organizations, disability advocacy groups, military service branches, workforce development agencies and federal government agencies, Concepts helped DOL develop a variety of tools and resources related to TBI, PTSD and employment. These included the award-winning Web site, www.AmericasHeroesAtWork.gov, which features a variety of free materials designed to debunk TBI- and PTSD-related stigma and educate employers on appropriate workplace accommodations for disabled veterans.
To launch the campaign, Concepts managed a highly successful press conference at the National Press Club in Washington, D.C. that featured the Secretary of Labor, other prominent government officials, business representatives and a veteran with TBI/PTSD who shared his own inspiring employment story. Concepts also worked with DOL’s Office of Public Affairs to produce a video and audio news release (VNR/ANR) about America’s Heroes at Work. These efforts resulted in hundreds of print, online, radio and broadcast media hits, including an exclusive Associated Press article. More than 20 news organizations attended the press conference, including six television cameras; and the VNR and ANR resulted in more than 330 hits and 3.2 million media impressions.
Today, Concepts manages the ongoing America’s Heroes at Work education campaign, continuing to target its audiences with educational TBI/PTSD information through speaking opportunities, contributed articles, trade show exhibits, ongoing media relations and more. In addition, Concepts works to inspire federal partnerships and inter-government agency collaboration by managing DOL’s Federal Leadership Roundtable on TBI, PTSD and Employment.
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