Army unveils new advertising campaign "Army Strong"
WASHINGTON (Army News Service, Oct. 9, 2006) - The Army announced start of its communication and education efforts to assist the Army family to communicate to the Nation its new advertising campaign - Army Strong - to an audience of Soldiers, Army civilians and family members today.
Army Secretary Dr. Francis J. Harvey unveiled the effort to tell the Army about the campaign, a key component of the Army's recruiting efforts, during an opening ceremony for the 2006 Association of the U.S. Army Annual Meeting in Washington, D.C.
"This morning we will launch our internal communications and education phase lasting several weeks until we formally launch the new advertising campaign on Nov. 9," Harvey said. "It is vitally important that the internal Army family understand and embrace this new campaign. I believe it speaks to an essential truth of being a Soldier."
The Army is taking 30 days to educate its internal audience on the campaign's meaning. It will go "public" Nov. 9 with television, radio and online spots, as well as an updated www.goarmy.com Web site. Print ads are scheduled to begin in January, and will be directed to media that appeals to young adults.
The Army Strong campaign will build on the foundation of previous recruiting campaigns by highlighting the transformative power of the Army. It will also capture the defining experiences of Soldiers - active duty, Army Reserve, and National Guard - serving the nation at home and abroad.
"I am both inspired and confident that the campaign will build on the positive momentum within our recruiting program," said Lt. Gen. Robert Van Antwerp Jr., commander of the U.S. Army Accessions Command.
The Army Strong campaign will address the interests and motivations of those considering a career in the Army, and will also speak to family members and friends supporting prospective recruits.
Developing the campaign is McCann Worldgroup, a marketing communications agency retained last December after a competitive review of potential agencies. To develop the campaign, McCann conducted extensive research among prospective Soldiers and their influencers, and interacted with hundreds of currently serving Soldiers.
"This is a campaign informed by research and inspired by Soldiers," said Eric Keshin, McCann Worldgroup's worldwide chief operating officer and regional director-North America.
A preview of the campaign and more information is available at (Army Knowledge Online).