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Army Launching 'Army Strong' Ad Campaign
The new slogan, developed in numerous tests with focus groups and interviews with soldiers, is meant to convey the idea that if you join the Army you will gain physical and emotional strength, as well as strength of character and purpose.
"What will happen if you come into the Army is what soldiers know happens: you become better," Van Antwerp said in an interview. It also is aimed at selling the merits of Army service to parents, teachers and other "influencers" _ adults who directly influence a young person's direction in life, Van Antwerp said.
  US soldiers from the 2nd Brigade, 87th Infantry Regiment, 10th Mountain Division, secure the area after existing a Chinoonk helicopter, Helmand Province, southern Afghanistan, in this Sunday, June 18, 2006 file photo. The rotors of a CH-47 Chinook helicopter that attempted a night time landing on a small mountaintop landing zone got tangled in a tree that soldiers had tried to cut down with a pick, hammer and knife, a new Army report and the U.S. military said Monday Oct. 9, 2006. The May crash, which killed 10 U.S. soldiers, was caused by a compounding series of mishaps, the report from the Accident Investigation Division of the U.S. Army Combat Readiness Center found. (AP Photo/Rodrigo Abd) (Rodrigo Abd - AP) 
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Harvey said the ad campaign "speaks to the essential truth" of being a soldier.
Eric Keshin, chief operating officer at McCann Worldgroup, said in an interview that "Army Strong" represents "an evolution that is moving with the times" to enable the Army to meet its recruiting goals.
The other military services also rely on slogans to spearhead their advertising campaigns. Just last month the Air Force switched its from "Cross Into the Blue" to "Do Something Amazing." The Navy has relied on "Accelerate Your Life" since January 2001, and the Marines have long used "The Few. The Proud."
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On the Net:
Army at http:/
Army Recruiting Command at http:/
McCann Worldgroup at http:/
