United States Marine Corps: Transformation campaign
Allison I. PorterOverview
The economic prosperity of the mid-1990s meant that fewer young people were interested in joining the military. They could not see how it was relevant to their lives. At the same time, military recruiters were given higher quotas, even though they had failed to reach more modest goals for several previous years. The U.S. Marine Corps (USMC) needed an advertising campaign that would make it distinctive from its competition, the U.S. Army and U.S. Navy, in an attempt to sign up the recruits most sought after by all the services....