Inspiring Parents to Support “Their Tomorrow”

Gold Effie Winner, Sustained Success, 2022

THE CHALLENGE:
Fill the U.S. Military’s recruitment pipeline by increasing link-off leads from TodaysMilitary.com to the Service Branches.

THE INSIGHT:
Gen Z is driven to make tomorrow better, but they are often derailed by their overprotective parents.

THE STRATEGIC IDEA:
Show teens how the Military enables a fulfilling life of purpose while reminding parents of the power of their support.

BRINGING THE STRATEGY TO LIFE:
“Their Tomorrow” confronts parents' skepticism by illuminating how youths want to contribute toward the future in ways they never imagined.

THE RESULTS:
Significantly increased link-off leads from TodaysMilitary.com each year since campaign launch while improving Military openness among key audiences.