U.S. Navy SEALs
Diversifying the U.S. Navy SEALs Through Community Engagement and Cultural Insight
Services
Industry
Government
Challenge
As one of the most elite special operations forces in the world, the U.S. Navy SEALs operate globally in environments that are often far more culturally and ethnically diverse than the organization itself. Recognizing the need for greater cultural competency and representation, U.S. Naval Special Warfare Command initiated a campaign to build awareness and trust within underrepresented communities in the Washington, D.C. and Baltimore metropolitan regions.
Goal: To strengthen the U.S. Naval Special Warfare Command's pipeline of diverse recruits.
Approach
Launched with a series of strategic planning sessions and stakeholder kickoffs to align on goals and cultural sensitivities.
Facilitated focus groups with current and former SEALs to better understand operational expectations, recruitment gaps, and the nuances of team culture and training.
Designed and executed qualitative and quantitative research efforts, including community focus groups and surveys to uncover barriers to awareness, perception gaps, and motivational drivers within our target audience.
Created a culturally responsive campaign strategy that included:
Community event activations to build trust and visibility
Localized messaging crafted for cultural nuance
Media outreach to amplify awareness within key markets
Strategic partnerships with grassroots organizations and youth leadership programs
Digital materials, including website, Facebook page
Impact
Launched the SEAL Fitness Challenge, a series of leadership and physical fitness events designed to engage young African American and Latino men through firsthand mentorship with active-duty Navy SEALs. Participants learned about mental toughness, teamwork, and discipline, and had the opportunity to compete in the same fitness tests required for entry into SEAL training.
Hosted events at key community anchors, including Howard University and in partnership with Montgomery County, Prince George’s, and City of Baltimore Public Schools and Parks and Recreation. The Challenge created a powerful, hands-on pathway for underrepresented youth to envision themselves in elite service roles.
Notably, two participants successfully passed the SEAL entry-level fitness test, a rare and inspiring outcome that reflected both potential and access.
Generated positive media coverage in major outlets featuring community and educational partners, active U.S. Navy SEALs, and Admiral of the U.S. Naval Special Warfare Command, including:
The Baltimore Sun
ABC 7 WJLA
FOX 5 WTTG
NPR
This work helped to reshape perceptions of who belongs in one of the world’s most elite military units, building a foundation for future engagement, trust, and equity in recruitment.
