From 2000-2004, the U.S. Army utilized MS&L to develop an integrated communications strategy and execute public relations activities in the African-American and Hispanic communities for its “Army of One” recruitment campaign. MS&L’s approach was to reinforce a shared history and demonstrate shared values. The agency cultivated grass tops and grassroots support to generate interest in the Army’s need to recruit and field an all-volunteer force that resembles the communities it protects and serves. Multicultural media relations protocols were developed to best deliver the Army’s messages to radio, cable television, newspapers, magazines and Websites popular with African-American and Hispanic households. Education and training programs were developed for students, parents and educators that focused on helping youth prepare for personal and professional success. Value-added partnerships were also established with key influencer groups that shared common ground with the Army.

In addition, professional and amateur sports and community events were leveraged to create visibility and facilitate personal interactions with youth, parents, leaders and veterans. These included the Army's All-American Bowl, NASCAR, National Hot Rod Association, Professional Rodeo and Professional Bull Riding programs. In the African-American community, for example, MS&L adjusted general market messaging and materials to fit the specific interests of black media, such as focusing on African-American Soldiers, to tell the Army story of teamwork, leadership and never accepting defeat, and the African-American community's long tradition of sacrifice, legacy of strength and answering the call to duty. Major programs included a Black History Month traveling photo exhibit, sponsorship of the Essence Music Festival and related kids programs, and the "And1" traveling basketball program. Aggressive, grassroots media outreach amplified the reach of these initiatives.