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Executive Overview
Levitation is a medium-size multi-award winning public relations firm that specializes in
strategic health communications campaigns for civilian government health agencies and
Defense and Intelligence organizations. Some of our key clients include the Department of
Health and Human Services, including the US Food and Drug Administration, National
Institutes of Health, Centers for Disease Control and Prevention, the Army, the Navy and the
Air Force. We are qualified to take on the task of creating a marketing plan for our client
because we understand the unique challenges and parameters that government organizations
face and design plans that are not cookie cutter but rather specific to the client. We specialize
in research and market analysis, education and advocacy programs, material development
and production, and media relations. Weve worked with the United States Army National
Guard to build a comprehensive public relations campaign which included involving
stakeholders and regional leaders to recruit and retain eligible candidates in over 12 states.
The priority population at risk for my intervention is 18-25 year old male active duty
Army service members and their spouses who have had mild to moderate experiences with
intimate partner violence (IPV) formerly known as domestic violence. This at risk population
is generally newly married (1-2) years, the male service member is generally an enlisted
junior soldier grade E-4 and below, and the young couple are raising their first child together.
Military employment also results in a unique set of challenges that may stress the family
system. More specifically, military service requires frequent transfers to sometimes undesired
locations, separation from extended family members, uncertainty about future assignments,
varying schedules, long hours, strenuous training and physically-demanding jobs, and fears
for the military member's safety.1 These stress factors can aggravate and disrupt family life
allowing IPV which includes physical, sexual, and psychological maltreatment of one partner
against another to manifest. IPV is a national, social and health problem which is endured by
hundreds of thousands of individuals and families every year in both civilian and military
populations. Unfortunately, the topic of IPV has been asymmetrical with significantly more
attention being paid to male to female IPV rather than female to male IPV despite statistical
research that proves the high rates of female to male IPV.2 Male active duty soldiers who are
have been victims of spouse abuse are hypothesized to have a proclivity for enduring adverse
health outcomes such as mental health and substance abuse disorders than male active-duty
soldiers who never been involved in an documented incident for spouse abuse as either the
victim or perpetrator.3
The goal of my intervention program, Detriggering IPV, is aimed at increasing
awareness, knowledge and tactics how to combat physical and emotional intimate personal
violence through the use of co-joint therapy due to the fact that bi-partner violence is more
common than male to female violence. The intervention will have two primary components.
The first component of my intervention will target my primary audience which is 18-25 year
old male active duty Army service members and their spouses who have had mild to
moderate experiences with IPV. The secondary audience of my intervention will be for all
Army couples regardless of age or history of IPV. Education will be primary tool which will
be utilized to bring IPV into the forefront as an issue that needs to be degendered.
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The primary intended target audience for my intervention is 18-25 year old male active duty
Army service members and their spouses who have had mild to moderate experiences with
Intimate partner violence (IPV) formerly known as domestic violence. This at risk population is
generally newly married (1-2) years, the male service member is generally an enlisted junior
soldier grade E-4 and below, and the young couple are raising their first child together. The
primary audience behavioral characteristics include recalcitrance towards changing a preexisting behavior because this audience by in large doesnt feel the urgency to adopt a new health
behavior; procrastination plays a major role in decision making. With regards to health related
activities, this audience boasts binge drinking, possibly the abuse of other substances, and the
engagement of risky health-related behaviors. On the positive side this audience readily seeks
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IV.
Strategies
The literal message that my company is trying to portray is that men can be victims of the IPV
and that they shouldnt be afraid to seek help. The meta-message is that IPV whether it is
physical, emotional or sexual can have adverse mental and health side effects which are
augmented in male victims. The unique selling point is that the treatment of the adverse mental
and health side effects of IPV is long-term and expensive resulting in billions of dollars being
spent each year in the United States alone. The cost of our voluntary intervention program is free
for active duty members and their spouses and our service could potentially save an active duty
servicemembers career.
The features and services that we will emphasize is dramatic reduction in IPV incidents for
couples struggling to deal with this problem. Many perpetrators of IPV might have been victims
of IPV in a prior relationship, our intervention program will give them tools needed to break the
cycle. Our intervention program meets the need for our primary target audience because we are
focusing on the audience with the highest prevalence of IPV in an effort to determine which
treatment option is the most effective for this cohort 18 to 25 year olds before proceeding to
other cohorts.
The price of our intervention program is free for active duty members and their spouses;
ultimately it will be the government, stakeholders and the taxpayers who will pay for this
program. The program will cost less than a million dollars a year to implement but its cheaper
than the loss of employment from discharging a military member as well as all the health care
resources utilized for treating the long-term adverse mental and health side effects of IPV.
We want our service to be promoted as a benefit that active duty members and their families
receive for their service in the military; we take care of our own. If they were civilians, they
would have to find a service to help them with the problem of IPV which probably wouldnt be
covered by their employer. The primary audience might end up having to pay for the service as
non-profit organizations can only do so much to help civilians due to personnel and budget
constraints. With regards to promoting our product, the most effective forms of media outreach
will be public service announcements on American Forces Network as well as advertisements in
the forms of flyers, brochures, and posters at Yellow Ribbon events as well as in the lobbies of
military companies bulletin boards. We will also utilize newspapers such as The Army Times
and the Kaiserslautern American for the local KMCC area in effort to publish stories about the
issue of IPV. The AFN Eagle radio station is also another great source for getting our FAP
domestic violence program managers and victim advocacy specialists to talk about the topic of
IPV. Since being in Germany most of the radio stations are in German and AFN Eagle is the only
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V.
BUDGET
The total amount budgeted for the January 1 to December 30, 2016 period is $680,600.
A. PERSONNEL (The total budget for salary expenses is $525,000. All salaries are based upon
a 12-month project period)
FAP Domestic Violence Prevention Manager $70,000.00
FAP executive assistant $55,000.00
FAP Victim Advocate Coordinator $55,000.00
Intervention Therapists (4) $240,000.00
Clinical Trial Research Assistant $45,000.00
Clinical Trial Program Coordinator $60,000
B. FRINGE BENEFITS
All the personnel positions are full-time and the employees will receive all the benefits that
civilian employees of the government obtain such as comprehensive healthcare and dental
insurance ($130,000.00)
C. TRAVEL
At times we will have events at different installations in an effort to reach more of the KMCC
community. Some of the installations are up to 1.5 hours distance from the main site office in
Pulaski Barracks.
Local $3,500.00
Per Diem and lodging $2500.00
Total Travel $6,000.00
D. OUT OF POCKET (Total $19,600)
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References
1.
2.
3.
McCarroll JE, Fan ZB, Bell NS. Alcohol use in nonmutual and
mutual domestic violence in the U.S. army: 1998-2004. Violence and Victims.
2009; 24(3): 364-79. DOI: 10.1891/0886-6708.24.3.364. Last Accessed
December 10, 2015.
4.
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