; and (vii) individuals transitioning from active duty in the Armed Forces to civilian life. (2) Subcontracting (A) In general The Secretary shall include in each contract described in paragraph (1)(A) a requirement that, if the contractor subcontracts for the development of media, the contractor shall subcontract with a subcontractor that has experience creating impactful media campaigns that target individuals age 18 to 34. (B) Budget limitation Not more than two percent of the budget of the Office of Mental Health and Suicide Prevention of the Department for contractors for suicide prevention and mental health media outreach shall go to subcontractors described in subparagraph (A). (f) Rural and highly rural defined In this section, with respect to an area, the terms rural and highly rural have the meanings given those terms in the Rural-Urban Commuting Areas coding system of the Department of Agriculture. 402. Oversight of mental health and suicide prevention media outreach conducted by Department of Veterans Affairs (a) Establishment of goals (1) In general The Secretary of Veterans Affairs shall establish goals for the mental health and suicide prevention media outreach campaigns of the Department of Veterans Affairs in raising awareness about mental health and suicide prevention. (2) Use of metrics (A) In general The goals established under paragraph (1) shall be measured by metrics specific to different media types as follows: (i) Metrics relating to social media shall include the following: (I) Impressions. (II) Reach. (III) Engagement rate. (IV) Such other metrics as the Secretary considers necessary. (ii) Metrics relating to television shall include the following: (I) Nielsen ratings. (II) Such other metrics as the Secretary considers necessary. (iii) Metrics relating to email shall include the following: (I) Open rate. (II) Response rate (III) Click rate. (IV) Such other metrics as the Secretary considers necessary. (B) Update The Secretary shall periodically update the metrics under subparagraph (A)