Aiming at Young, Diverse Candidates, New Marine Ads Emphasize Community Service

The U.S. Marines are apparently picking up on the “good job is a meaningful job” thing, as it will be using some of its ad dollars to emphasize that a Marines career involves helping people and the community.

The Marines campaign to attract officers is being done with help from the ad agencies UniWorld Group and JWT. The Marines are using the tagline “Fighting with Purpose” and the web address The Marines and the agencies are trying to resonate with millennials, and, in particular, what the Marines call the “diversity prospect audience.”

The website has sections on “rebuilding communities,” “being quality citizens,” and “community impact.” The messages will also be spread using a 30-second TV commercial, as well as print and mobile advertising.

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Meanwhile, the Marines’ page on Twitter (“a Marine is never unarmed“) has a more combative theme. The Marines also have pages on YouTube and Facebook.


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