Army replaces 20-year-old slogan with one that expresses unity

CHICAGO: The new message to 21 million recruits aged 18 to 24 is 'Army of one,' but it took an army of four dedicated practitioners to reinvent the PR campaign for the US Army.

CHICAGO: The new message to 21 million recruits aged 18 to 24 is 'Army of one,' but it took an army of four dedicated practitioners to reinvent the PR campaign for the US Army.

CHICAGO: The new message to 21 million recruits aged 18 to 24 is 'Army of one,' but it took an army of four dedicated practitioners to reinvent the PR campaign for the US Army.

Using the 20-year-old line 'Be all you can be,' the US Army has missed its recruitment goals for three of the past five years. So it enlisted the PR arm of ad agency Leo Burnett to devise a new message and keep it consistent among more than 900 public affairs officers and 6,000 recruiters at 1,655 recruiting stations.

The biggest challenges were to change one of the world's most recognized slogans and get the message out to the Army's internal audience of more than a million soldiers, as well as possible recruits and the media.

Samantha Reelitz, corporate affairs associate at Leo Burnett, said that to show Army recruiters how to meet the goal of 78,950 new recruits for 2001, a dollars 1,000 direct mail piece went to every recruiter.

It included CDs with instructions on the new corporate message and talking tips for new recruits. 'We need to have them all speaking a consistent language,' said Reelitz.

The Army itself targeted the internal audience. Paul Boyce, Army public affairs specialist, said the new campaign was timed to meet Army newspaper deadlines. 'We wanted the enlisted personnel to know they are very much valued as individuals and as part of an organization,'he said.

Media coverage has been widespread, including a front-page story in The New York Times the day the new slogan was announced, as well as a story on CNNfn.



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