Challenge

Gigawatt Group worked with the Armed Forces Services Corporation to rebrand the U.S. Army’s Sexual Harassment & Assault Response & Prevention (SHARP) program.  SHARP needed to reposition their brand and raise awareness of the organization’s resources and initiatives among target audiences – active-duty Soldiers and U.S. Army civilian employees.

Solution

The brand awareness objectives were to be achieved through an integrated advertising campaign. Our Strategy team conducted an in-depth audit of existing communications, a series of key stakeholder interviews, and a market analysis.

Results

We applied our findings to construct a hierarchy of headline messaging for a rebranded campaign that would appeal to target audiences, and established the marketing strategy and rollout plan for the next year.