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U.S. Army Launches New Television Campaign

us_armyInspiring strength in others epitomizes the U.S. Army’s new Officership advertising campaign set to launch August 3. The Army will showcase the vast opportunities it provides its Officers and raise awareness among tomorrow’s leaders of the different paths available to become an Army Officer. The campaign will include ads, web and interactive media and university awareness programs.

“We are emphasizing the fact that Army Officership is a path to lifelong success. We want our prospects to understand that through Army Officership, they gain leadership experience by inspiring strength in others. They also gain tangible skills that can be transferred to virtually any profession - both in the Army and the civilian sector,” said Lt. Gen. Benjamin C. Freakley, commander of U.S. Army Accessions Command.

“Army Officers gain a high level of knowledge and skills to mentor, challenge and guide others to their greatest strength. Today, more than ever, our nation and our world need leaders who will rise to the challenge with the ability to advance their generation into a strong future,” emphasized Lt. Gen. Freakley.

The new TV ads show that Army Officers are trained in a diverse set of challenging experiences through which they develop mental, physical and emotional strength - equipping them to succeed in life and their professional careers. These real-life role models represent different dimensions of success - leadership, service to nation, education and opportunity - and reflect the different paths to Officership. The Officers featured in the TV ads have personally experienced the leadership opportunities that Army Officership provides.

An Army Officer’s goal is to inspire strength in others through leadership while serving the nation. There are four different ways to become a commissioned officer. These paths are the Army Reserve Officers’ Training Corps, the Direct Commission program, Officer Candidate School and the United States Military Academy at West Point. The paths provide high-level leadership, management and communications training and the opportunity for educational funding. Becoming an Officer is an ambitious choice for today’s young leaders who are interested in pursuing or have already completed a college degree.

In addition to TV, interactive media units will intrigue this highly digital audience and direct them to goarmy.com/officer for information and web videos on the paths to Army Officership.

“The Army realizes that our future leaders are constantly online, so the socially connected media are meant to enhance and provide more information to our audience and help them determine which path to Army Officership is best for them,” continued Lt. Gen. Freakley. “These ads will highlight a proven path to success, a path that is not always top-of-mind for potential prospects.”

McCann Worldgroup, the U.S. Army’s marketing agency of record, produced the fully integrated campaign. It is designed to complement the Army’s “Strength Like No Other” campaign which launched in November 2008.

To further raise awareness about Army Officership and the opportunities available, the Army will also conduct Officership panel discussions and information sessions at universities across the country and Puerto Rico throughout fall 2009.

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