LAOP x TRICARE: We’ve Got You Covered
LAOP is on a mission to make mental health care easier to access. When the center became in-network with TRICARE, we took the message to the streets. The bus shelter ads focused on what veterans talk about most when it comes to the VA: the long waits, the parking struggles, the feeling of being overlooked. Transit shelters were placed near VA facilities and along bus routes frequently used by veterans, reminding them that better care is out there.
Location
West LA
5K
Opportunity
Los Angeles County is home to nearly 200,000 veterans, and California has the largest active-duty military population in the U.S.
At the same time, mental health needs are rising, making expanded access to care not just an opportunity, but a necessity when LAOP became in-network with TRICARE.
Challenge
Mental health remains heavily stigmatized in the military community, and many veterans don’t realize outpatient care is even an option available to them.
Awareness alone wasn’t enough. The message needed to feel relevant, trustworthy, and easy to act on.
Outcomes
Established a simple SMS response path to reduce friction between awareness and action
Reached target audience in high-frequency, real-world environments near VA facilities
Pilot campaign validated transit + SMS as a viable approach for LAOP
Process
Media Planning & Placement: Took a hyper-local approach, placing transit shelter ads near VA facilities and along bus routes frequently used by veterans.
Direct Response Strategy: Set up a short code (“Text LAOP to 55005”) with automated responses, creating a simple and immediate way for people to reach out.
Copywriting & Messaging: Used Yelp reviews and real patient feedback to identify common frustrations (wait times, parking, feeling overlooked) and reflected those directly in the messaging.
Execution & Coordination: Managed media buying and worked with vendors to bring the campaign to life across all placements.