U.S. Department of Defense Today's Military
Busting myths and changing minds
For many, the military is considered a “last resort”—the place for people with low skills and low ambition. And even if a young adult decides to join, their parents often veto the decision out of fear.
So, the Department of Defense created Today’s Military, a program to educate and enlighten families about the real opportunities and fulfillment service provides.
We’ve been the steward of the brand for more than 20 years, working closely with all six service branches to tell stories of young people pursing their calling and making a difference.
Distinct audiences, related messages
In addition to the Effie-winning campaign for parents, a parallel yet distinct program gives young adults the opportunity to see themselves in service.
Meeting the talent where they are
With a growing need for cyber warriors, we created an Effie-winning initiative modeled after the military’s cybersecurity activities, encouraging young people with tech skills to play and explore.
Emphasizing individuals over institutions
To tell personal stories of growth and success, we photograph, design, write, and produce FUTURES magazine and distribute it to 93% of American high schools.
Resources that fulfill and direct
All efforts lead to one of three sites we design, build, and manage, providing answers and resources to young adults and their parents, and encouraging them to explore more via the different services.
Capabilities
- Creative
- Strategy
- Digital Experience
- Yeti Productions
Office
- Boston