CHALLENGE & INSIGHT
Recruiting local, native translators in countries around the world is central to the United States Army’s mission. Our challenge: to shift perceptions of the Army in some of the most doubtful communities living in the U.S. today—the Afghan-, Iranian-, and Pakistani-Pashtun American communities. In order to convince people from these war-torn countries to work with the military, we had to establish commonalities and develop community ties.
STRATEGY & RESULT
How did Shadwell leadership achieve—and even exceed—our objective of building a relationship between the army and communities within 18 months?
We established key influencer relationships at a grassroots level to build community.
We organized persuasive interviews—media roundtable sessions with army personnel and influencers to discuss common goals and address misconceptions, and to highlight the military’s human side.
Our efforts lead to third-party credibility and a number of relationships between the Army and key community influencers.
Shadwell leadership worked with the United States for nearly a decade, guiding grassroots communications strategies within the hardest to reach multicultural communities.