U.S. Army Sexual Harassment/Assault Response and Prevention (SHARP)

Marketing theme, design, and collateral; Website design

About U.S. Army SHARP

The U.S. Army program Sexual Harassment/Assault Response & Prevention (SHARP) is designated to educate Army service persons and to provide support and treatment for their families who have experienced any form of sexual assault or harassment. The SHARP program provides treatment and support including medical, counseling, and direct guidance in navigating through their internal judicial system.

Challenge & Solution

Due to the reporting of a rise in sexual harassment and assaults within the U.S. Army community and installations, the military leadership sought to deter this unwanted behavior by promoting and elevating the SHARP program.

I worked closely with a partner team of researchers to develop a roadmap of marketing collateral and tactical deliverables. I lead the team of creatives in developing and presenting concepts that would resonate with the target audiences of Army soldiers, leadership, and families.

Development of assets required several photoshoots, including a 3-day shoot onsite at Fort Bragg, North Carolina. A vast array of awareness and educational materials were produced for both digital and print and was displayed on base and at installations to drive forward the Army’s no tolerance positioning on this serious issue.

Results

The U.S. Army reported that the SHARP campaign was successful in reducing unwanted behavior, and in increasing reporting of negative acts without fear of retaliation.

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