USMC Multicultural

United States Marines Corps Multicultural

"Family Values" Campaign

2010 ANA Award

USMC was facing its biggest challenge attracting Latino Officer prospects. Recruiting efforts via broadcast, digital, and print were not moving the needle. Primary consumer research exposed a cultural disconnect and the lack of representation in the upper ranks of the organization as deterrents.

Insight: Latino families highly regard family unity, traditions, and values. Immigrant families view a military career as a part of their civic duty as citizens and having a family member enlist in the military is a source of great pride.

This content video campaign featuring Latino Officers to educate potential prospects and influencers on the cultural importance of the values of "Honor," "Courage," and "Commitment" within Hispanic families and in the Marine Corps exceeded expectations and goals. Winner, "Multicultural Campaign with Significant Results" at the 2010 ANA Multicultural Excellence Awards.

Hispanic Heritage Month Salute (Campaign Kickoff)

Honor - "Always Ready to Defend Our Nation"

Courage - "Leading from the Front"

Commitment - "Life As a Pilot"

"Where I'm From" Campaign

2012 AAF Mosaic Award

2012 ANA Award

Insight: African American Marines recognized the influence their families and communities had in their upbringing and their decision to enlist. Even though they serve the country as Marines, their sense of pride in their hometown or neighborhood is undeniable.

USMC's most ambitious and successful campaign celebrating Black History Month, "Where I'm From" kicked off with a TV spot and short documentary film that follows the journey of Detriot-native Captain John Williams back to his hometown as he retraces his progression to joining the Marines. Supported by content videos in social media, digital display ads, print, and OOH executions the campaign drove prospects and influencers to an interactive map at Marines.com where Marines from all over the country honored the communities they proudly represent.

Beyond BHM, this campaign was extended and adapted for recruiting efforts targeting other multicultural prospects.

Winner, Multiethnic Advertising Campaign AAF Mosaic Award and Multicultural Excellence ANA Award.

"Where I'm From" TV :30