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LAND 400 PHASE 3 CASE STUDY
The Decisive Point provided strategic communication deliverables to the Land Capability Division (LCD) for the Land 400 Phase 3 (L400-3) program. TDP was engaged by the Australian Army to spearhead an innovative and fit-for-purpose Strategic Communication Campaign for the L400-3 – Infantry Fighting Vehicle (IFV). L400-3 sought to replace the dated M113 Armoured Personnel Carrier, relics of the Vietnam War era, with state-of-the-art IFVs. This modernisation was crucial to equip Australian infantry soldiers for contemporary threats.
During this period, public and media discourse often portrayed land power and armoured capabilities as increasingly obsolete. Arguments proliferated across social media, think tanks, and both trade and mainstream media, challenging the value and strategic wisdom of investing in the L400-3 program. This scepticism created a contentious atmosphere for the Army, complicating its pursuit of an essential capability upgrade.
THE PLAN
- Develop a unique Strategic Communication Plan, Strategic Communication Workshop, Engagement Matrix, Media Engagement Plan, Social Media Plan, Counter Narratives Action Plan, Stakeholder Plan, Consolidation Plan, Measurement of Evaluation, Media Prep Packs and Training, and Video and Imagery Production.
- Engage defence industry leaders and stakeholders to highlight the importance of acquiring Infantry Fighting Vehicles for the Australian Army.
- Deliver authentic storytelling and key messages in clear and simple language that reflects the Australian Army narrative and the junior war fighters’ experiences.
The main objective of the campaign was to ensure key target audiences were aware of the indispensable need to acquire modern IFVs for the Army, thereby articulating a clear, authentic narrative that resonated across Army’s leaders, partners, and stakeholders. It aimed to fill the information vacuum with compelling, measured and considered arguments about L400-3 to key target audiences in clear and simple language.
WORK COMPLETED
- Strategic Communication Workshop
- Strategic Communication Plan
- Engagement Matrix
- Media Engagement Plan
- Social Media Plan
- Counter Narratives Action Plan
- Stakeholder Plan
- Consolidation Plan
- Measurement of Evaluation
- Video and Imagery Production
THE OUTCOME
As a part of this campaign, TDP directly supported 29 positive media engagements for Army to an audience of close to 20 million people. This included deliberate media engagements with the Australian Broadcasting Corporation (ABC) and The Australian, as well as in Industry leading Defence trade publications such as Australian Defence Magazine (ADM), Defence Connect and the Defence Technology Review (DTR).
The campaign effectively shifted public opinion, from scepticism to support for L400-3, establishing a new benchmark for Army program communication strategies. The campaign helped to secure new IFVs for the Australian Army, highlighting its success in a contentious debate over the program’s necessity. Here at The Decisive Point, we’re driven by our mission to ensure our war fighters are equipped with the best capability, so they can serve the nation and safely return to their families.