A SUCCESS STORYBOARD - REBRANDING THE MILITARY
The best way to get a sense of what we can do for you is to look at one of our most successful change campaigns - our efforts to reform the image of American servicemembers in Hollywood. Take a look at the storyboard below. And then imagine how these same techniques and strategies can help you effect the change you want to see in the world.
HOLLWYOOD MISREPRESENTS THE MILITARY
Back in 2007, the entertainment trades were abuzz regarding a flood of movies coming out of Hollywood that were going on the attack against the U.S. military, portraying American service-members in a highly unfavorable light. Here are just a few examples:
REDACTED: GI sexually assaults a young girl.
IN THE VALLEY OF ELAH: GI murders a brother in arms.
STOP LOSS: GI goes AWOL.
HOME OF THE BRAVE: GI goes psychotic.
Given the power of film and television programming to shape public opinion, these movies had a corrosive effect on support for the troops at home and troop morale overseas.
The U.S. Military needed a rebrand.
A CULTURAL DIVIDE
The first step in crafting a strategy to effect change is to evaluate why the problem exists in the first place. In the case of the barrage of anti-military movies, Constant Motion's analysis yielded three main motivations.
Some writers and directors do not like the military and their work reflects this reality.
The Iraq War was unpopular and some creative people chose to vent their frustrations with the war by making anti-military movies.
Creative people in Hollywood did not have familiarity with military servicemembers and therefore could not offer accurate character portrayals.
Constant Motion saw an incredible opportunity to address these concerns but it would take the right story and a smart strategy.
CHANGE FACTOR 1: THE STORY
CM FOCUSES REBRAND ON SERVICE AND SACRIFICE
Hollywood's old story featured military characters sharing one or more of the following characteristics.
The sociopath hell-bent on killing and destruction.
The uneducated youth hoodwinked by crafty recruiters.
The indestructible superhero immune from bullets.
The emotionally unstable returning vet victimized by war.
Constant Motion's rebrand involved flooding the market with alternative character portrayals, namely:
The intelligent and ethical leader who willingly joins the military to serve his/her country.
The dedicated and loving spouse and parent who endures long deployments for the greater good.
The courageous warrior who proudly discharges his/her duties but does not relish the taking of life.
The returning vet who overcomes the physical and mental wounds of war.
With our new narrative in place, we then set about devising a strategy for distributing this narrative to the marketplace.
CHANGE FACTOR 2: THE STRATEGY
CM LAUNCHES A TWO-PRONGED STRATEGY
Since the image problem for the military originated in Hollywood, that’s where we took our campaign, crafting an determmined inside-out approach.
From outside Hollywood, we started a high profile, celebrity-driven independent film festival, the GI Film Festival, to focus on stories that showed the courage, honor and selflessness of those who serve. This festival would include independent films as well as studio films that met the festival's thematic requirements.
From inside Hollywood, we began building bridges with writers, directors and industry folks, inviting them to attend our events and mix and mingle with our military family audience. And we also launched training programs to help more military veterans find success in the industry so they could help correct misperceptions.
All the while, we tempered our rhetoric, leaving the door open for partnerships with Hollywood influencers and people of all political persuasions.
We had developed a compelling narrative. We had formulated our strategy. Now we needed to find influential allies.
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