U.S. Army
Can the Army make you dream of possibilities again?
For a generation that knows the Army primarily through movies, games and 20 years of complicated news, Army service can feel disconnected from the life they’re trying to build.
The Evidence.
It’s seen as a commitment to a particular kind of life, rather than a pathway to more possibilities within it.
59% believe it would inhibit their ability to raise a family
66% believe it will limit time with friends
68% believe it will take them away from their family
The Tension.
The military is often seen as the last resort. A place you go to when you’re incapable of other choices.
The Insight.
A generation of cautious dreamers.
Their enemy is Pessimism. They seek purpose and passion, but worry the world might push this path out of reach.
The Strategy.
Embolden each and every prospect to be all you can be in a world that suggests they won’t.
The Big Idea: Be All You Can Be
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