U.S. Department of Defense Today's Military
Busting myths and changing minds
What most Americans know about the U.S. Military is outdated and often outright false. As a result, young people don’t consider joining. And when they do, their parents are often anything but supportive.
To combat misconceptions and encourage consideration, the Department of Defense created Today’s Military, a program to educate and enlighten young people and their parents 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 integrated and inspiring stories of young people pursuing their calling, realizing their goals, and making a difference.
Distinct audiences, related messages
Our campaign for young adults uses real-life service members to share their stories of exploration and success, while our effort for parents helps them imagine their young person thriving in service. The campaign’s effectiveness and impact over time were honored with a Gold Effie in the “Sustained Success” category.
Specialized efforts for specialized skills
Knowing the interest in tech careers—and the military’s growing need for cyber warriors—we created an initiative modeled after real-world cyber operations, encouraging tech-savvy youth to play, explore, and engage. The program’s innovative approach earned two Silver Effies in Youth Marketing and Small Budgets.
Emphasizing individuals over institutions
To tell young people (and their parents) personal stories of growth and success, we photograph, design, write, and produce FUTURES magazine and distribute it to 94% of the high schools in the U.S.
Resources that fulfill and direct
All efforts lead to one of three sites we design, write, build, and manage, providing answers and information to young adults and their parents, encouraging them to explore and discuss, then connect with the different services.
Capabilities
- Creative
- Strategy
- Digital Experience
- Yeti Productions
Office
- Boston