November 04, 2019

‘What’s Your Warrior?’: Army Looks Past Combat to Sign Up Teens

Featuring Emma Moore

Source: Bloomberg Government

Journalist Roxana Tiron

The U.S. Army is banking on surprising late teens, who may know nothing about the military, with a new multimillion-dollar advertising campaign designed to help recruit more than 130,000 people over the next year with promises of jobs everywhere from bio labs to cyber and culinary arts.

The new campaign, dubbed “What’s Your Warrior,” is meant to get the combat-weary Army out of a recruiting slump and assuage growing concerns among U.S. lawmakers who have been alarmed that the Army has squandered millions of dollars on misdirected marketing without connecting to today’s youth.

Read the full story and more in Bloomberg Government.

Authors

  • Emma Moore

    Research Associate, Military, Veterans, and Society Program

    Emma Moore is a Research Associate for the Military, Veterans, and Society Program at the Center for a New American Security (CNAS). Prior to joining CNAS, Moore served as Ex...