Background: Cognitive behavioral therapy for insomnia (CBT-I) is an evidence-based psychotherapy that rapidly produces large improvements in sleep. Guidelines for management of chronic insomnia recommend that all patients receive CBT-I as the initial treatment, however, CBT-I is not routinely offered to patients. Instead, most patients are prescribed sedative-hypnotics that have adverse cognitive and behavioral effects. Evidence is needed to determine if proactive population-based outreach using social marketing strategies and providing patients with self-management CBT-I tools can improve care by simultaneously increasing the uptake of CBT-I and decreasing sedative-hypnotic use. Significance/Impact: Insomnia is a debilitating sleep disorder that disproportionally effects Veterans and is increasingly recognized as an urgent post-deployment health concern. The proposed pilot work supports a low- cost proactive population-level approach that, if proven effective, has great potential for transforming insomnia care. This work is directly responsive to the HSR&D priority area of Mental Health/PTSD, Women’s Health, Aging and Opioid/Pain by targeting outreach to these populations. The proposed work advances the HSR&D priority domain of Virtual Care/Telehealth by providing Veterans with self-management CBT-I tools to eliminate access barriers. Innovation: Proactive population-based outreach to improve insomnia care is an innovative and previously unexplored approach to rapidly and inexpensively promoting CBT-I uptake across diverse healthcare facilities for Veterans in need of safe and effective insomnia treatment. A second major innovation of this pilot work is incorporating self-management CBT-I tools into the direct-to-consumer marketing campaign, helping to shift the dominant clinical practice paradigm away from resource-intensive and inconvenient face-to-face therapy. Specific Aims: We propose critical pilot work for a national randomized trial to compare the effect of a CBT-I marketing campaign with self-management tools to standard provider-delivered CBT-I. Aim 1: To develop compelling messages and appropriate channels for a CBT-I social marketing campaign using preferences and perspectives from key segments of the target audience. Aim 2: To determine patient preferences for self- management CBT-I tools included in the campaign. Aim 3:To obtain provider perspectives on eliminating barriers to CBT-I uptake through use of patient education and provision of self-management tools. Methodology: Social marketing methods will be used to create high-impact materials with compelling messages. We will refine materials using qualitative data collected from Veteran focus groups, with a focus on women Veterans, older Veterans and Veterans with chronic pain since these groups are at increased risk from sedative-hypnotics use. A patient engagement panel will be actively involved throughout the project to enhance research protocols, interpretation of findings and...