Overcoming skepticism and communicating change across a massive audience
EFMP supports military families by tracking the special medical or educational needs of military dependents, identifying the support services available at each duty station, and coordinating information and referrals for families who need those services. Though EFMP enrollment is mandatory, many servicemembers don’t understand the importance of timely paperwork or the program’s benefits, and are wary of extensive bureaucracy or assignment restrictions.
In 2021, the Air Force/Space Force EFMP moved all their forms and launched a new website daffamilyvector.us.af.mil which consolidated resources and information. These were positive changes, but the program now needed to:
- Communicate changes to hundreds of thousands of active-duty airmen and guardians
- Grab and hold attention during long military briefings
- Overcome negative perceptions of participating in the program
Four videos using animation and humor to make a mandatory program feel approachable
Blake Learning Solutions created a series of four videos that used animation and humor to catch attention and entertain while communicating important information.
EFMP Champion for Your Family
Promotes the EFMP as a whole and highlights the benefits of enrollment. For this video, the BLS team wrote an original song, performed by “Captain E, the embodiment of the Exceptional Family Member Program” as he assists an EFMP family.
Introducing DAF Family Vector
Uses a silly town hall Q&A to show-off sections of the website.
Completing the Initial Travel Screening Questionnaire
A light-hearted walkthrough of the initial screener that all servicemembers must complete before receiving their next assignment. It corrects some misconceptions about the screener, while also emphasizing how easy it is to complete.
Family Member Travel Screening Tutorial
A straightforward tutorial of the more extensive screener that must be completed for all dependents enrolled in the program. It shows and explains each step and answers common questions.