Goarmy

Problem: Black Soldiers’ contributions and stories often go overlooked, leading to a lack of visibility and understanding of how they embody and elevate the values of “Black Excellence” within the Army. This underrepresentation perpetuates stereotypes and limits opportunities to celebrate their achievements and the rich cultural mindset they bring to their roles.

Solution: For GoArmy’s 2024 Black History Month campaign, What’s Your Why?, we amplified the voices of Black Soldiers by sharing their personal stories of resilience, leadership, and community-building. These narratives showcased how they embody “Black Excellence” through their actions and achievements, challenging stereotypes and highlighting their impact within and beyond the Army. The campaign celebrated diversity and cultural pride, fostering a deeper connection to Black History Month.

Senior Copywriter: Shada Cook

Art Director: Gregory Buissereth

Agency: Fluent360