US Marines: Boosting African-American recruitment through a new ad

Report from the ANA's Multicultural Marketing event, describing how UniWorld repositioned the Marine Corps to make it more appealing to African-Americans.

US Marines: Boosting African-American Marine Corps recruitment through a new ad

Geoffrey Precourt

United States Marines like to pride themselves as being the toughest.

There were efforts in support of 'the few, the proud, the Marines'.

And that advertising built on a legacy of a different kind of combat unit - a group of Reserves that gathered on weekends back home but rarely went into combat:

But, with the Marines the most visible face of America in two global combat venues, the old advertising was not recruiting the kind of richly diverse group of soldiers needed.

"Our mission...

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