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Justine Santos
Strategy / Consumer Insights
AGENCY: McCann Worldgroup
Issue: Not many people know what the Army Reserve is all about, there’s a tendency to define it by thinking about the word “Reserve” itself and presume it means that these are soldiers “on call” to be at the front lines.
Solution: This campaign was designed to show people that the Army Reserve defies expectations in a multitude of ways:
It’s part-time: In the Army, part-time service isn’t as big of a time commitment as traditionally defined in the work force, it’s at least one weekend a month and two weeks a year.
Not compromising: A major hurdle for most is the worry that being a Soldier means sacrificing home life. In the Army Reserve, you serve close to home (within a 50-mile radius).
All Soldier: Even with a part-time commitment, Army Reservists gain all the leadership skills and benefits that being a Soldier entails.