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Press release content from PR Newswire. The AP news staff was not involved in its creation.

Next Chapter Of “What’s Your Warrior?” Offers Deeper Look At Army Careers

January 12, 2021 GMT
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Image of the 12 Soldiers featured in the Army’s “What’s Your Warrior?” campaign.
1 of 3
Image of the 12 Soldiers featured in the Army’s “What’s Your Warrior?” campaign.

WASHINGTON, Jan. 12, 2021 /PRNewswire/ -- The U.S. Army announced the next chapter of the “What’s Your Warrior?” marketing campaign, signaling an expansion of its ongoing efforts to showcase the breadth and depth of opportunities for today’s youth to achieve their goals in America’s largest military branch. Building on the success of the 2019 launch, the latest installment invites today’s youth deeper into the Army experience through an exploration of 12 unique career specialties and the Soldiers who occupy them.

“When we launched ‘What’s Your Warrior?,’ we established a new world for Gen Z to inhabit and explore its Army on their terms – and we know they liked what they saw thanks to a nearly 53% spike in online interest in the first year alone,” said Maj. Gen. Alex Fink, Chief of Army Enterprise Marketing. “To continue the momentum, now we’re inviting youth deeper into this world through the eyes and experiences of real Soldiers. Who better to introduce America’s youth to the wealth of opportunity in the U.S. Army than the Soldiers who live and breathe it every day?”

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The Army Soldiers headlining the campaign were hand-selected to represent the breadth and depth of skillsets, interests, and cultural backgrounds that make up the Army community. Out of more than 200 career options currently available in the Army, 12 specific careers were chosen to both raise awareness of surprising Army roles and promote some of the more in-demand fields.

“Our success depends on our ability to attract the best and brightest our country has to offer, so it was particularly important for us to show more than just the diversity of Army careers, but also the diversity of the Army community,” said Secretary of the Army Ryan D. McCarthy. “Each Soldier is a valuable contributor to the Army’s mission because of the unique backgrounds and perspectives they bring to Army service.”

The campaign brings 12 Soldiers’ diverse Army specialties to life by assigning each one an aspirational identity, known as a “moniker,” that speaks to the power of every Army role and makes even the most complex fields immediately more recognizable and relatable. These monikers pay homage to the beloved protagonists of epic media franchises, while creating natural avenues for youth to meaningfully connect with the Army based on personal and professional interests. The 12 featured monikers and Soldiers include:

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Monikers and the Soldiers behind them are also taking over @GoArmy social media channels as part of “Warrior Weeks,” a complimentary content series that offers an exclusive, firsthand look at “a day in the life” of Army Soldiers. The series, told by Soldiers, will appear on YouTube, Instagram, and Facebook now through April 2. Collectively, these stories communicate that there are many ways to be a warrior and, through Army service, Soldiers can both contribute to something greater than themselves while improving who they will become.

To help youth find their inner warrior, the Army is pairing the campaign with an improved online Army Career Match tool at www.GoArmy.com that uses an interactive quiz to align personal interests with one of over 200 unique roles within the Army. A mix of traditional and digital advertising, grassroots outreach, and public relations engagement will continue to reach Gen Z recruits and their influencers across their preferred platforms.

For more information on “What’s Your Warrior?” and opportunities with the Army, visit www.GoArmy.com.

* In “What’s Your Warrior?” still imagery, the Dragon Tamer, Chameleon, and Sharpened Steel monikers are represented by 2nd Lt. Hatem Smadi, Staff Sgt. Devin McClain, and Maj. Muoy Lim, respectively.

** Both Maj. Erika Alvarado and Sgt. Javaughn Solomon Harrison were promoted after the production of the campaign.

About the Army Enterprise Marketing Office (AEMO): AEMO is the U.S. Army’s national marketing, marketing research and analysis and accessions analysis organization. AEMO develops innovative and effective ways to: connect with the American public to make the Army more accessible and understood; increase awareness of both the benefits and value of Army service; and motivate the most qualified candidates to choose the Army as their service of first choice.

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SOURCE U.S. Army