The U.S. Army Wounded Warrior Program (AW2) was established to support severely wounded soldiers and their families. AW2 starts at treatment and continues through rehabilitation and the transition back into the Army or civilian life, for as long as it takes.
AW2 had some success helping injured soldiers, but it was not well known among soldiers, its website was not widely used, and it lacked strong ties with public and private organizations that could assist soldiers.
To improve communications and public outreach and ultimately strengthen support for wounded warriors, the Army Human Resources Command engaged Booz Allen Hamilton.
Booz Allen’s team included specialists in strategic communications and new media, organizational strategy, and IT. Key to the effort was a comprehensive survey of stakeholders, including AW2 soldiers, their families, Army personnel, veterans, and nonprofits, to better understand their needs. The team crafted a communications and rebranding strategy based on the survey.
The firm helped AW2 redesign its logo and website to better appeal to soldiers and provide information requested in the survey, and introduced a website blog that allowed soldiers and their families to connect with each other. Five months after the blog was launched, website traffic increased 40%. A bimonthly newsletter was later launched.
The effort enhanced AW2’s image and mission capabilities by enabling it to better serve its members. Booz Allen and AW2 are now expanding outreach by incorporating collaborative social media such as YouTube and TroopTube®.
Download a PDF version of the case study entitled, "Helping Injured Soldiers and Their Families: The U.S. Army Wounded Warrior Program."
Learn more about how Booz Allen is delivering the support military veterans and their families need – and deserve.
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