U.S. Department of Defense Launches New Ad Campaign to Reconnect Americans to Their Military.

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WASHINGTON--(BUSINESS WIRE)--June 25, 2003

Dr. David S. C. Chu, Under Secretary of Defense for Personnel and Readiness, today announced the launch of a new advertising campaign designed to strengthen the personal bond between adult Americans and their military. The campaign links the values learned through military service to success in life. The overarching goal of the initiative is to encourage adults to be more inclined to advocate military service to the young people in their lives.

Print advertisements, running in national magazines later this week and throughout the summer, feature veterans from the various military branches. Each ad focuses on the qualities the individual gained as a member of the armed services - qualities including total unwavering commitment, perseverance, and sense of self and community - and how these characteristics benefit them in their "civilian" professional lives.

Dr. Chu points to a September 2002 study by Wirthlin Worldwide that shows adults with a personal experience in the military are more likely to recommend military service. However, 52 percent of the adults in the same study noted their perceptions of the military are formed primarily from television and movies. This helps explain why only 11 percent of adults surveyed mention the military as an option for children after high school.

"Beyond headline news and Hollywood, many adults today - including those who influence young people - have no personal connection to our military," stated Dr Chu. "For the long-term future security of our country it is important that we educate American adults about the values and competencies that can be gained through service, thereby increasing their propensity to recommend the military as a career path to the youth they influence," he added.

Another component of the campaign is a major redesign of the Web site www.TodaysMilitary.com - a place where adults can learn more about the value of military service and the many opportunities and career fields available. This site features video interviews of selected campaign spokespeople. In short clips, these veterans tell their own stories of their decision to join the military and the impact it has had on their life. This site also contains useful tools and links to help answer many questions parents, counselors, teachers, coaches, and the youth they influence may have.

In addition, there is a television public service announcement featuring Valerie Vigoda, a musician and former Lieutenant who served in the U.S. Army National Guard. In the spot Vigoda talks about perseverance, "The fact that I've decided to go for my music career and succeed or die trying is I think a function of the confidence I got from being in the military."

Other veterans featured in the campaign include: Chad Hennings, a former NFL Dallas Cowboy who served as an officer in the U.S. Air Force and continues to serve in the U.S. Air Force Reserves; James Romero, a hat-fitter and former Corporal with the U.S. Marine Corps; Dr. Jay Grossman a dentist and former U.S. Navy Lieutenant; and Mark "Ranger" Jones, a former Master Sergeant with the U.S. Army Rangers who is now Founder and CEO of a security-consulting firm.

Educating adults versus going directly after recruits is a new approach to marketing communications for the DoD, but a good one according to one parent who learned through experience. Frank Schaeffer, a novelist who co-authored a book with his son John called, Keeping Faith: A Father-Son Story about Love and the United States Marine Corps, thinks the new twist is a great idea. "The military does the best job at building character," said Schaeffer. "My son has connected me to my country in a way that I was too selfish and insular to experience before. This ad campaign is an important step in helping other parents recognize the benefits of military service for their children."

For those who think that life in uniform is limiting, Dr. Chu noted that the branches of the military have made great investments over the last several years in improving the overall quality of life for Service members, including improvements to housing and healthcare, better education for Service members' children, additional leave time and increased compensation. These and similar improvements have allowed the various branches to meet or exceed their annual goals to retain existing Service members with the required skill and experience mix - an important consideration for maintaining a mission capable work force.

Dr. Chu added that the Department has sought a mix of policies, programs and legislation to ensure that the right number of military personnel have the requisite skills and abilities to execute missions effectively and efficiently. In addition he states, "With the complementary advertising campaigns initiated by JAMRS and the individual Services, we can help contribute to the development of a highly-qualified, educated, skilled and professionally-fulfilled force that we need to protect America, both at home and abroad."

For more information, please contact Ms. Joyce McMahon at [phone] or toll-free at [phone], extension 8949. Her email address is [e-mail]. She will direct your inquiries to a DoD spokesperson.

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