ARMY OPPORTUNITIES SHARED THROUGH SOLDIERS EXPERIENCES

The U.S. Army Accessions Command is proud to present the evolution of Army Strong.

In October, 2006, the launch of Army Strong introduced prospects and influencers to the ultimate benefit of becoming a Soldier – the unique and multidimensional strength inherent in every U.S. Army Soldier. Over the course of the next two years, the tagline was extended to all of the Army's recruiting missions and communications disciplines and became the way the Army defined itself to the general public.

With the Army Strong tagline now gaining widespread awareness, the upcoming year's communications need to more directly break through to Prospects and focus on key messages that will resonate with them, causing them to think differently and more positively about the Army.

"Strength Like No Other" requires a communication style like no other. As such, this new campaign is designed to be unlike traditional military/Army advertising, not revealing until part way through that these amazing, unique places are actually the U.S. Army.

So how do you describe the Army Strong "Strength Like No Other" campaign? The difficulty with describing the US Army is that no metaphor is quite apt enough: sure, it is like a school, but at what other school can you learn so much? At what other school can you gain so much? Sure, it is like a shop, but at what shop can you learn to work on robots, fix Apache helicopters, learn the latest technology? Sure, it is like a team, but what sort of team can do what a U.S. Army Brigade Combat Team can do? This campaign takes those metaphors and shows just how special the Army is – that it truly is like no other place in the world, offering an experience that is not to be found any other place in the world. What would a school that offers what the Army offers really look like? What would a team made up of the heroes that make up the Army seem like? What would the shop that could teach you everything from robots to jet engines operate like? In each spot in this campaign, we will see these aspirational, inspiring places, before revealing that they are actually, each and every one of them, the US Army.

See below for all of the documents supporting the new campaign, Army Strong "Strength Like No Other".

Download Information Papers:
Get to know the new ARMY STRONG "Strength Like No Other" campaign.

"Strength Like No Other" Information Document - DOC
Key Messages/Q&A Talking Points - DOC
Media flow Chart - EXCEL

Download the new television ads:
Get an inside look at the new ARMY STRONG "Strength Like No Other" campaign.

* NOTE - You may need to right click and select "Save as..." to download to your computer.