Every Soldier Knows Nick

Now we need to introduce them to Line of Departure

** This is the second place post from the Line of Departure Promotion Competition. Look for the rest this week culminating in a summary post on Thursday **

If you’ve logged into a DoD system, you’ve likely seen a be-goggled Belgian Malinois named Nick on the DoD Global Directory login page—a memorable image that has become instantly recognizable to thousands, if not hundreds of thousands, of DoD servicemembers and civilians. Why not use homepages, bookmarks or other digital nudges on Army computers to highlight initiatives like Line of Departure? Soldiers can become as familiar with Line of Departure as they are with Nick by integrating it into the standard configuration of Army IT systems.

Beyond familiarity, regular reminders about Line of Departure from a homepage or login screen (and quick access via bookmarks) can encourage Army IT system users to visit the platform and engage with the content there—in effect “nudging” them to check it out without explicitly asking them to do so. “Nudge Theory” is a Nobel Prize-winning concept in Behavioral Economics that says people’s behavior can be altered through subtle nudges that encourage them to behave in certain ways. A classic example is stocking healthy foods at eye level in a checkout aisle to encourage healthier buying and eating habits.

On hundreds of thousands of computers across the Army, two straightforward actions can significantly boost awareness of the Harding Project and the Line of Departure website and nudge soldiers and civilians to visit them:

1. Default Homepage: Setting Line of Departure as the homepage for Army browsers guarantees users will see it at least once when the initially boot up their computer and open their browser. If the Line of Departure is populated with relevant, and engaging content this initial exposure can turn soldiers into habitual users. Imagine a soldier whose personal battle rhythm includes a quick scan of new articles every morning when he or she logs onto their computer. Also, homepage settings are easily configurable in a few quick clicks if users prefer a different browser set up.

2. Preloaded Bookmarks: Adding Line of Departure as a pre-loaded bookmark or favorite in Army browsers ensures soldiers and civilian users can easily access it. Further, prominently displayed bookmarks catch attention and can spark curiosity. How many soldiers will navigate to the Line of Departure webpage simply because they want to see what was so important that it was a preloaded bookmark on their computer? And, there is little downside. Similarly to a default homepage, if a bookmark is unwanted, removing it is just a few clicks away.

These two simple changes would leverage the sheer scale and near total reach of Army IT systems to familiarize soldiers with Line of Departure and encourage them to visit. These settings could be left on indefinitely or used to expose soldiers to the platform for only a short period of time. These are certainly not the only ways to expose the Army to Line of Departure, but they offer the highest exposure for the platform with the smallest cost. They are two simple, practical options for dramatically increasing awareness of Line of Departure to soldiers and civilians who may be interested in the platform, which is the first step toward making it a central part of the Army’s professional discourse.