Tuesday, January 12, 2021
What is it?
The Army’s “What’s Your Warrior?” marketing campaign showcases the breadth and depth of opportunities and inspires a new generation of youth to discover their inner warriors and serve as part of America’s greatest team. The campaign communicates that there are many ways to be a warrior and, through Army service, Soldiers can both contribute to something greater than themselves while improving who they will become.
What are the current and past efforts of the Army?
“What’s Your Warrior?” Chapter 1 established a new way of communicating with Generation Z (Gen Z) about the opportunities available in the Army. Chapter 2 invites today’s youth to fully and authentically immerse themselves in the Army experience through the eyes of Army Soldiers who live and breathe it. This chapter explores 12 unique career specialties, demonstrated in the campaign as monikers, and the Soldiers who occupy them.
To help potential recruits find their inner warriors, the Army launched a refreshed online Army Career Match tool that uses an interactive quiz to help youth align their personal interests with one of 150 unique roles within the Army.
What continued efforts does the Army have planned?
To authentically engage today’s youth on their preferred platforms, the campaign features innovative and unconventional advertising strategies.
Warrior Weeks. A new content series that delves deeper into individual Army roles and the Soldiers who occupy them to highlight “A Day in the Life.” The series, voiced by Soldiers, will appear on @GoArmy YouTube, Instagram, and Facebook on January 12.
The Calling. An animated anthology series of real-life Soldiers’ unique and compelling story behind their decision to join the Army. The series is anticipated in early 2021.
Why is this important to the Army?
“What’s Your Warrior?” ensures the Army is reaching potential future Soldiers and their influencers with relevant, inspiring, and highly engaging content.
Research shows that 50% of America’s youth lack awareness or knowledge of military service and fewer have a connection to a military service member. This campaign seeks to bridge this gap by addressing the misperceptions of military service and a growing disconnect between the Army and American youth.
“What’s Your Warrior?” speaks to today’s youth on their terms, in their language and surprises them with a new, never-before-seen view of Army service that shows how their diverse skillsets and interests are needed to form the most powerful team on Earth: the Army.
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Our success depends on our ability to attract the best and brightest our country has to offer, so it was particularly important for us to show more than just the diversity of Army careers, but also the diversity of the Army community. Each Soldier is a valuable contributor to the Army’s mission because of the unique backgrounds and perspectives they bring to Army service.
— Secretary of the Army Ryan D. McCarthy
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