case study: U.S. Army

Marketing to Affect Cultural Change


Reduced Overall Assaults

Became One of the Army’s Top Ten Initiative

The Challenge

Our team was tasked with developing a behavior modification campaign designed to change U.S. Army culture. By empowering “interveners” and all members of the Army Family, these individuals would feel motivated to take steps to prevent the escalation of assault and harassment.

The Solution

We launched a multi-phased integrated communication campaign to engage Army leadership, introduce prevention messaging and motivate Soldiers to eliminate sexual harassment and assault. Building on the power of “Army Strong” and the input of extensive in-field research, audiences were encouraged to “Intervene, Act and Motivate” and to take affirmative steps to eradicate assault and harassment.

The Results

Utilizing prevention kits distributed Army-wide, event marketing, video, interactive marketing, and training programs, the I. A.M. Strong campaign heightened awareness and educated soldiers on the need to intervene to stop inappropriate and destructive behavior. It reduced overall assaults by 15% in the first year alone and became one of the Army’s top ten initiatives in 2009 and cited as the Gold Standard in Army outreach programs by the U.S. Congress.