"What’s Your Warrior?"
That’s what the Army will ask in a multi-pronged marketing campaign aimed at Gen Z’ers that launches next month across broadcast, print and digital media.
The campaign harkens back to the legacy marketing campaign “Be All You Can Be,” Chief of Army Enterprise Marketing Brig. Gen. Alex Fink told Connecting Vets.
“They want to be the best versions of themselves and they can do that in the Army,” he said of the 17 to 24-year-olds who are the campaign’s target audience. “Being part of something bigger than themselves is also important.”
The campaign itself was announced Tuesday by E. Casey Wardynski, assistant secretary of the Army for manpower and reserve affairs, in “The Army is People,” a panel discussion at the Association of the U.S. Army’s annual meeting in Washington, D.C.
“We know today’s young men and women want more than just a job. They desire a powerful sense of identity, and to be part of something larger than themselves,” said Secretary of the Army Ryan D. McCarthy in an Army release.
The campaign features a vibrant color scheme and its main image is five silhouetted figures who have different jobs in the Army. Fink said that the campaign’s objectives are to show the “breadth and depth” of the roles that an individual can play in the Army, but also to show how those “individual roles come together to make this incredible team that can take on anything.”
The campaign will change over time, according to Fink. Real soldier stories will be told through bold graphic language, cinematic action and innovative production techniques to give it a fresh look and feel so the message resonates with Gen Z.
“We need to surprise them with the breadth and depth of specialties in the Army,” said Fink. “There are more than 150 roles, and we need the unique skill sets Gen Z possesses to fill them.”
In order to make that resonate for the campaign’s target audience, Fink said the Army’s story must be told in a compelling way.
“In the past, we probably haven’t done a good job of telling the entire story of what the Army does,” he said. “We’ve told one important aspect, which is the combat role we play.”
Gen Z’ers have grown up with such movie franchises as “Hunger Games” and the campaign will a similar type of episodic storytelling.
“It’s teams that have individuals who have certain skill sets, certain powers, but it’s never one individual that defeats evil,” he said. “It’s the power of the team that defeats evil. “
Fink said that by focusing on the number of career fields that are available to soldiers, "What’s Your Warrior?" presents a more complete view of Army service by emphasizing that “teams are exponentially stronger when diverse talents join forces."
Changes are also coming to the Army’s recruiting force and how recruiting takes place, Command Sgt. Maj. Tabitha Gavia, senior enlisted advisor for U.S. Army Recruiting Command said at AUSA. A new effort will be made to identify those who will make the best recruiters