Straight from Iraq

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Perhaps the most controversial yet least talked about issue facing the Army Recruiting effort is deployment. It is the single largest barrier to enlistment. The Army needed a way to gain creditability and shed some light on what its actually like to serve overseas.

As a solution we created Straight from Iraq, a website where potential recruits can connect with the men and women who are stationed overseas. Users submitted questions which were then answered candidly by Soldiers in Iraq. As a lead creative, I was responsible for the initial concept, creative development, user flow / IA, and the site design.

"Straight from Iraq" submitted questions have exceeded projections by 250%. Average user sessions on www.goarmy.com have increased by 45% with a corresponding lift in live leads who have opted to engage a recruiter in a discussion about enlistment. “Straight from Iraq” also represents the first time the public have been able to ask questions directly of Soldiers deployed overseas and the first time an ongoing conflict has been directly addressed on a military recruiting Web site. We also were recognized as an Official 2009 Webby Honoree.

Read more about the project in the The New York Times.