The US Army announced a new rebranded campaign as part of its efforts to bolster recruitment efforts amid challenges in finding new recruits.
On Wednesday, the US military unveiled a new campaign to bolster its recruiting efforts to meet personnel goals, particularly among younger generations of Americans amid Army’s recruitment shortage.
The Army’s latest recruitment campaign brand highlighted its focus on encouraging the next generation of Americans to join the group “based on the argument that an Army career leads to self-discovery and limitless possibilities,” The Hill reported.
According to the report, “the new campaign includes a tweaked logo design the same gold five-star symbol, but without the box that the logo previously included, to suggest the sky is the limit along with a return of the Army catchphrase “Be All You Can Be,” with a fresh look.”
“The Army is also now airing a commercial that promotes the idea of exploration and limitless discovery while tapping into the message of serving the nation and the U.S. Constitution,” it added.
In an official statement released by Secretary of the Army Christine Wormuth, he claimed the rebrand “illustrates how service in the Army is grounded in passion and purpose.”
“Serving our nation is a calling, and one that is fundamentally hopeful. We want a new generation of Americans to see the Army as a pathway to the lives and careers they want to achieve.” Wormuth claimed.
Currently, the US Army is struggling to meet its recruiting goals along with other branches.
“Last year, it was 15,000 recruits short of a recruiting goal of 60,000 people. The military is struggling to compete in a strong civilian job market and among younger Americans who are less interested. At the same time, many youth are also not qualified for service because of obesity, mental health challenges and prior misconduct,” The Hill wrote in its exclusive report.
Amid the controversy, Maj. Gen. Alex Fink, the chief of Army marketing, claimed that the US military officials did not reselect the phrase for “nostalgia,” but to “reintroduce America to its Army.”
“We are reinventing ‘Be All You Can Be’ to bridge the gaps of knowledge, relatability, culture and trust among our youth audience. We expect this new brand will position the Army as a place of possibilities where youth can find their purpose and also redefine what it means to ‘Be All You Can Be’ for this new generation.” Fink explained.
