New Armed Services' Ad Campaign Targets Adult Influencers
By Gerry J. Gilmore
American Forces Press Service
WASHINGTON, June 27, 2003 - Recent polls show that the American public respects
its all-volunteer force. DoD wants to translate this respect into better
reaching adults who can recommend military service to young people.
To do that, DoD has just released a print ad campaign, David S.C. Chu, the
undersecretary of defense for personnel and readiness, remarked during a June 27
interview in his Pentagon office.
Chu observed, "We've gotten the young people to listen to us," pointing to the
armed services' successful recruiting and retention missions today. "But (many
of) the people who advise them," including parents and teachers, don't think
military service is a good career choice.
To demonstrate the value of military service to such adult influencers, Chu said
DoD is now running insert color print ads -- consisting of anecdotal accounts
and photos of successful people who've served in the armed services - in major
national periodicals such as Sports Illustrated and People.
For example, in the July 7, 2003, issue of "People," readers can learn about
former Dallas Cowboy defensive tackle Chad Hennings, an Air Force Academy
graduate who's also earned three Super Bowl rings during nine years in the
National Football League.
Hennings' Air Force experiences, the article noted, which included a stint
flying A-10 Thunderbolt missions during Operation Provide Comfort, provided "a
regimen they don't teach in (football) training camp: Show up early. Study the
threat. Visualize. Prepare. Focus."
Another vignette highlights Valerie Vigoda, a touring musician who'd served in
the National Guard for nine years. Touring with a band isn't easy, the article
points out, but it implies that Vigoda's military experience has helped her to
develop the stamina necessary for such a life on the road.
The ads also present stories about a doctor who's a former Navy officer; a
businessman who served as an Army Ranger; and a successful salesman of Western
hats who's also a Marine Corps veteran. Each vignette also carries a specific
value -- highlighted in bold red letters - such as "Total Unwavering
Commitment," "Perseverance" and "Sense of Community."
Military recruiters, Chu pointed out, tell young people about the opportunities
that military service offers.
Chu acknowledged that many adults today may not have experienced a stint in one
of the armed services, or may harbor distrust of the military, recalling the
campus protests during the Vietnam War.
Consequently, the ad campaign seeks "to get the facts out" about military
service, Chu emphasized.
The ads, he continued, "show the value of military service in terms, I think,
that all Americans, but especially adults guiding young people in their
choices," can understand.
The ads, Chu pointed out, show "that (military service) "makes you a better
person ... with enhanced values."
Dr. Jay Grossman, a physician who served in the U.S. Navy, is one
of five successful people highlighted in the armed services' print ad campaign
targeted to adult influencers across the nation. The print ads currently appear
in national periodicals such as "People" and "Sports Illustrated." The ad
campaign is geared to inform American adults -- including parents and teachers -
- about the value of military service, so that they'll recognize that serving or
making a career in the military is a viable option for young people. Courtesy
photo from the Mullen Agency, Wenham, Mass.
High resolution photo.
Chad Hennings, former Dallas Cowboy football player and Air Force
Academy graduate, is one of five successful people highlighted in the armed
services' print ad campaign targeted to adult influencers across the nation. The
print ads currently appear in national periodicals such as "People" and "Sports
Illustrated." The ad campaign is geared to inform American adults -- including
parents and teachers -- about the value of military service, so that they'll
recognize that serving or making a career in the military is a viable option for
young people. Courtesy photo from the Mullen Agency, Wenham, Mass.
High resolution photo.
Mark Jones, chief executive officer, businessman and former Army
Ranger, is one of five successful people highlighted in the armed services'
print ad campaign targeted to adult influencers across the nation. The print ads
currently appear in national periodicals such as "People" and "Sports
Illustrated." The ad campaign is geared to inform American adults -- including
parents and teachers -- about the value of military service, so that they'll
recognize that serving or making a career in the military is a viable option for
young people. Courtesy photo from the Mullen Agency, Wenham, Mass.
High resolution photo.
James Romero, a successful Western hat salesman and former U.S.
Marine, is one of five successful people highlighted in the armed services'
print ad campaign targeted to adult influencers across the nation. The print ads
currently appear in national periodicals such as "People" and "Sports
Illustrated." The ad campaign is geared to inform American adults -- including
parents and teachers -- about the value of military service, so that they'll
recognize that serving or making a career in the military is a viable option for
young people. Courtesy photo from the Mullen Agency, Wenham, Mass.
High resolution photo.
Valerie Vigoda, a touring musician and former Army National Guard
member, is one of five successful people highlighted in the armed services'
print ad campaign targeted to adult influencers across the nation. The print ads
currently appear in national periodicals such as "People" and "Sports
Illustrated." The ad campaign is geared to inform American adults -- including
parents and teachers -- about the value of military service, so that they'll
recognize that serving or making a career in the military is a viable option for
young people. Courtesy photo from the Mullen Agency, Wenham, Mass.
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