Redefining perceptions of life in the U.S. Army and increasing recruitment among African Americans by leveraging unique cultural insights.
The U.S. Army tasked CHWA with helping it overcome low AA (African American) recruitment and officership numbers.
The U.S. Army was facing a perception crisis that young AA recruits would be shipped off to the front lines of two already unpopular wars. Also, historical mistreatment and bias toward recruits of color deepened suspicions of the U.S. Army.
Research showed that the AA audience often feels treated as outsiders and thus assumes that “us” and “we” do not include them, unless explicitly stated.
Research showed that the AA audience is less nation focused and more community and family focused. In other words, slogans like “Do it for your nation!” did not resonate highly with them.
Redefine perceptions of life in the U.S. Army to increase AA recruitment and officership.
“The Army is the most versatile team with the diversity (competencies, capabilities, and people) to ensure it will have the greatest impact to protect and preserve the nation.”
CHWA developed a marketing strategy to be faithful to this core brand promise while leveraging the unique cultural insights of the African American target audience.