Challenges

• Recruiting during Wartime poses significant barriers to enlistement.
• There is declining propensity to join the military.
• The US Army suffers from perception equity challenges vs. other branches of the military.

Approach

• Recognizing the different stages in the decision making process, hone different disciplines to move Prospects through the decision making funnel
• Segment the market to address differing levels of propensity to join the military and help overcome barriers specific to each segment.

Creative Solution

• Define a unique, ownable platform that is relevant and motivating to key Prospects and Influencers. One that defines the unique strength of a US Army Soldier:
  "ARMY STRONG"

Results

• The Army has continues to make its largest and most visible missions despite the extended conflict.
• Broadreach creative continues to be significantly motivating and surpasses Army averages in key measures of playback and involvement.