On Veterans Day, the U.S. Army will air the first chapter of "What's Your Warrior," a new marketing campaign designed to show Generation Z that the service has a lot more jobs than those that focus on close-quarters combat.
The new ads will focus on telling the stories of five soldiers serving in various military occupational specialties. One of the featured soldiers serves in a ground combat MOS, but the other four are in science and medicine; signal; cyber; and air and space specialties.
The approach is quite different from the "Warriors Wanted" campaign, which featured action-packed video footage of soldiers in the 75th Ranger Regiment, and other combat units training for different types of combat.
Maj. Gen. Frank Muth, head of Army Recruiting Command, said recently that "Warriors Wanted" didn't resonate with young people in the 22 major cities the service identified last year as areas to focus on for its new recruiting strategy.
"Last year at this time, 'Warriors Wanted' came out and everybody felt really good about it, but my recruiters told me in Chicago, New York, Boston, Milwaukee, Seattle -- keep naming them and all of those are in our 22 -- they don't resonate," Muth told an audience at an Association of the United States Army event. "What you are going to see come out on ... Monday is going to resonate because it goes beyond somebody that's at the tip of the spear."
The new campaign will consist of three chapters and focus on soldiers, showcasing the 150 MOSs the Army offers, Muth said.
"So, it comes down to what is your warrior because everybody has a warrior inside that they can relate to, their passion and their interest that relates to an MOS or a skill set that the Army provides," he said. "We have talking points ready for every recruiter, all 10,000 of them, and they are going to go out there and inundate the high schools on a regular basis to get at [what] 'What's Your Warrior' means."
The first chapter will mainly be aired on social media platforms such as Instagram, Facebook and Twitter.
"We will have some TV ads, but it's largely focused in the digital media space," said Maj. Beth Castro, spokeswoman for Army Marketing and Research Group.
The second chapter of "What's Your Warrior" is scheduled to air in four or five months, but the specific date will be "conditions-based on how Chapter 1 is performing," Castro said.
— Matthew Cox can be reached at email@example.com.