US Army targets new marketing campaign to aspiring leaders


“Decide to Lead” is the Army’s new marketing campaign that focuses specifically on the officer, a distinct service path for young achievers ready for leadership and advancement opportunities in America’s largest military branch. .

WASHINGTON, August 9, 2022 /PRNewswire/ — The U.S. Army has launched a new marketing campaign calling on high-achieving, goal-oriented young people of all backgrounds to consider the Army Officer position, a specialized career path for leaders in grass. “Decide to Lead” is based on the central message that leadership is a choice and that the beginning of this transformation begins with the decision to lead.

“Research tells us that very few young people today consider service in the military and even fewer think the military is a viable path for young people going to college,” the Major General said. Alex Finck, Chief Marketing Officer of Army Enterprises. “‘Decide to Lead’ helps dispel some common misconceptions about military service by showing young people how being an officer can be the ultimate launching pad for the career and lifestyle they want. We have training, benefits and community to prepare motivated young people to succeed and lead in any environment, all they have to do is choose.”

The campaign makes a concerted effort to increase awareness of this unique service channel while highlighting its competitive advantages. Unlike most professionals, Army officers begin their careers in leadership roles, planning and guiding missions and leading teams that make a difference in communities around the world. To support them on their journey, officers receive a caliber of iterative Army leadership training and mentoring that, in other industries, has traditionally been reserved for more seasoned professionals.

A mix of army officers and cadets appear in the campaign to highlight the opportunities and trajectories one can experience throughout a career in the army. “Decide to Lead” also plays an important role in the Army’s efforts to increase diversity by recruiting officers who represent the projected demographics of the American population in 2050.

“The soldiers featured in this campaign are a mirror of who we are and what we aspire to be – leaders of character and servants to our greater American public,” the major general said. Johnny Davis, Commanding General of United States Army Cadet Command and Fort Knox. “It is critical that we build the force that reflects the population it serves. The Army officers we recruit today are our future leaders of tomorrow.”

The campaign’s creative approach is based on a simple human truth: leadership is not inborn. The six featured videos aim to excite and inspire consideration of each viewer’s leadership potential and desire for new avenues of opportunity and advancement, while conveying the Army’s value proposition to youth.

“Decide to Lead” will reach national audiences online across social, community and entertainment platforms including Reddit, YouTube, Spotify, Pandora, and Google, as well as through the social networks GoArmy and A range of other promotional assets — print ads, posters and billboards displayed in high-traffic primary audience locations like college campuses — extend the military’s efforts to meet Gen Z where they are. .

For more information on “Decide to Lead” and opportunities to serve as an officer in the US Army, visit

About the Army Enterprise Marketing Office (AEMO): AEMO is the national marketing, marketing research and analysis, and accessions analysis organization for the U.S. Army. AEMO develops innovative and effective ways to: connect with the American public to make the military more accessible and better understood; increase awareness of the benefits and value of military service; and motivating the most qualified applicants to choose the military as their first-choice service.

“Decide to Lead” is the Army’s new marketing campaign that focuses specifically on the officer, a specialized service path for future leaders.

US Army logo (PRNewsfoto/US Army)

US Army logo (PRNewsfoto/US Army)



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