DEPARTMENT OF DEFENSE //
RECRUITMENT
CAMPAIGN
Insight //
Over the past decade military enlistment numbers had plummeted. Fueled by a good economy, young adults had endless employment options. Not to mention, their parents had grown tired of a seemingly endless war in the Middle East. Both groups viewed military service as a last resort. We created two bespoke campaigns, one to tackle the concerns of the young adults and another for their parents.
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Role //
ACD Copywriter
PARENT CAMPAIGN
Today's Military - RPA
Today's Military - Cyber Warrior
Today's Military - Fire Team :60
Today's Military - Humanitarian
DEPARTMENT OF DEFENSE //
YOUNG
ADULT
CAMPAIGN
Insight //
Millennials want to work for an organization with social purpose. They want to be part of a group that stands for something. They just didn't realize the military provided the types of careers they were looking for.
YOUNG ADULT CAMPAIGN
DEPARTMENT OF DEFENSE //
THE
RESULTS
It worked. Site views surged, opinions changed, and most importantly, enlistment numbers increased. We made a case study because we found it's more entertaining than a spreadsheet of results.
