Branding Initiative
About Face

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The Challenge

The National Guard’s innovative About Face program brings life-skills training and mentoring to at-risk youth in after-school and summer programs. The Guard needed a branding campaign that would elicit the support of government agencies in each state, while also appealing to the young people it wished to attract to the program.

The Solution

Mind & Media created an effective branding campaign, persuading state decision makers that educating youth through the About Face program is a solid return on investment. Our creative team:

• Developed an evocative brand that appeals to many audiences
• Shot and produced a marketing video that highlights the successful partnership between state agencies and the Guard
• Created a website that appeals to teens, while explaining to state decision makers how readily About Face can be funded
• Took a human-interest approach in the video and website, using student success stories to show decision makers that this program is a win/win situation

The Results

This successful branding campaign not only made the Guard look good in the eyes of the community; they also gained qualified, diverse potential recruits from historically underrepresented communities, thereby meeting their community-based mission to build a force representative of the entire country and the communities where soldiers serve.