“Start With a Passion”
U.S. Army Black History Month 2022
The Ask:
In efforts to reposition the U.S. Army as a viable option for multi-cultural GenZers and increase recruitment, they sought to show Black soldiers being the change they wanted to see in their lives and the world.
The Idea:
See how talented Soldiers use their passions to inspire others and shape their futures by leading with their greatest purpose of doing what they love.
OLV | Social
Roles: Concepting, Copywriting, Creative Direction
Campaign intro OLV
Capt. Shevez Freeman's passion for fitness led her to become an Army ROTC Cadet. Today, she uses her passions and skills to lead and help tomorrow's Soldiers. For more Soldier stories during Black History Month, follow #StartWithAPassion
Post Copy: 1st Lt. Roeshea Hagans is celebrated for her creativity and passion for helping others. Serving as a Human Resources Officer (42B) and owning her own fashion brand, she attributes her success to learning the value of hard work and discipline. Follow this and more Soldier stories during Black History Month with #StartWithAPassion
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