Reinforcing the diversity message throughout the U.S. Army.
Challenge: To help the U.S. Army spread its diversity message so Soldiers at all levels, as well as civilians, understand how diversity makes for a stronger Army, ready to fight and win the battles of the 21st century.
Solution: Research revealed the need to challenge the assumptions of the target audience to help them see beyond the surface of individuals and realize their true strengths aren’t always readily apparent. The theme line of “Strength in Diversity” served as the foundation for brand identity and in the development of a total communications campaign designed to showcase how diversity within the Army helps create a stronger, more adaptive fighting force.