Army unveils ‘Army Strong’ ad campaign

The U.S. Army announced Oct. 9 the start of its communication and education efforts to assist the Army family to communicate to the nation about Soldier’s skills, leadership, teamwork and selfless service prior to the launch of a new Army advertising campaign. Army Secretary Dr. Francis J. Harvey unveiled the Army Strong campaign, a key component of the Army’s recruiting and advertising efforts, at the 2006 Association of the United States 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,” Dr. Harvey said. “It is vitally important that the internal Army family understand and embrace this new campaign. I believe this campaign speaks to an essential truth of being a Soldier.”

The Army Strong campaign builds on the foundation of the previous recruiting campaigns by highlighting the transformative power of the U.S. Army. Army Strong captures the defining experience of U.S. Army Soldiers.

“Army Strong is a strength personified by every U.S. Army Soldier – active duty, Army reserve, National Guard, cadet and retired,” said Lt. Gen. Robert Van Antwerp Jr., commander U.S. Army Accessions Command. “This campaign will show Americans that there is strong, then there’s Army Strong,” General Van Antwerp said. “I am both inspired and confident that the campaign will build on the positive momentum within our recruiting program.”

Army Strong was developed to specifically address the interests and motivations of those considering a career in the U.S. military. The campaign also speaks to those who understand and support the decision of a family member, friend or employee to serve.

A national advertising campaign for the Army Strong message launched Thursday and will initially involve television, radio and online spots as well as an updated Web site. Print ads are scheduled to begin running in January 2007. The ads will be directed to media that appeals to young adults.

Army Strong is the creation of the McCann Worldgroup, the U.S. Army’s marketing communications agency. McCann Worldgroup was retained Dec. 7, 2005, after a competitive review of potential agency partners. To develop the campaign, McCann conducted extensive research among prospective soldiers and their influencers, and interacted directly with hundreds of 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 information is available to all Soldiers and their families at
(Courtesy of Army News Service)