New ads depicting the Marine Corps show a softer side of some of America's toughest fighting force.
A series of new Marine advertisements will be released this weekend after research suggests that today's generation of the recruit targets respond better to helping others rather than depicting brute strength.
An advertisement called Toward Sounds of Chaos, depicts Marine heading into an unknown battle, not to fight the enemy, but to protect those from injustice, tyranny and despair, according to an ominous voice in the ad, the same voice often heard in other recruiting videos.
Where chaos looms, the Few emerge. Marines move toward the sounds of tyranny, injustice and despair-with the courage and resolve to silence them, said the YouTube description. By ending conflict, instilling order and helping those who can't help themselves, Marines face down the threats of our time.
New photographs on the official Marine Corps website, no longer depict Marines brandishing their weapons, but show them happily talking with children, holding a stretcher in order to save a fellow soldier, bringing supplies to devastated nations such as Haiti and helping to clear the debris left from the tsunami in Japan.
The new advertisement campaign cost approximately $3.2 million to produce.
That may go all the way from a combat-type environment, as we've been doing for the last 10 years, to what we did before ... emergent chaotic situations ... catastrophes ... natural disasters or failed-state-type situations where people need help, said Brig. Gen. Joseph L. Osterman, head of the Marine Corps Recruiting Command, according to the Associated Press.
The JWT ad agency conducts research year-round for the Marines. They create and design advertising campaigns based on their findings. In a recent survey conducted by JWT, the company found that approximately 70 percent of 17-to-24-year-olds find that it is essential to help others in order to be a good citizen, reported the Associated Press. Only 31 percent of individuals found that serving in the military was important part of being a good citizen.
We have a large number of young people who are very interested in doing good ... yet they don't necessarily realize that the military in general and the Marine Corps in particular is a great way to do that, said Marshall Lauck, director of the Marine Corps' advertising account at JWT ad agency and a former Marine.
They may not have realized it when they expressed that desire to help people, but the roles and mission of the Marine Corps today and in the near future were really converging very specifically with those youth interests in the survey, Lauck said, according to the AP. We saw it immediately ... the convergence.
While the Marine Corps reportedly brings in approximately 30,000 to 40,000 new recruits, they are still the smallest branch of the military with only 202,000 members. However, the Marine Corps plans to drop down their members to approximately 182,100 over the next five years, while also cutting non-military personal, because of federal budget cuts.
Some people might interpret these new advertisements and the cutbacks that Marines are not as tough as they once were, but Lauk responded to any possible criticism.
And we would say to that: 'Absolutely not.'