The Culture Matters promotional campaign is a cross-cultural video awareness campaign developed by Tipping Point Solutions in support of the U.S. Army’s TRADOC Culture Center (TCC). Culture Matters was developed as a collection of twenty 60-second video spots supporting the U.S. Army and Department of Defense (DoD) and is intended to:
1. Create a Culture Matters brand.
2. Educate the DoD on the importance of culture and the availability of critical training materials.
3. Promote support functions of the TRADOC Culture Center (TCC). Airing on numerous Department of Defense broadcast distribution channels as well as being posted on public-facing and military websites, the potential target audience includes over 3.2 million Active Duty and Reserve Component military personnel, in addition to the civilians that support the DoD.
Winner of a W3 award in the Online Media Campaign category.