#United States #Washington #Community Service #Army National Guard #Uncommon is Calling

U.S. Army National Guard Launches New Campaign

In an effort to reshape perceptions around military service, the U.S. Army has unveiled a vibrant new marketing campaign, "Uncommon is Calling," specifically spotlighting the incredible opportunities within the Army National Guard. This initiative aims to challenge young individuals to reimagine the conventional view of part-time military service by juxtaposing everyday civilian life with the extraordinary experiences that service offers.

The Journey to Discovering Opportunities

The campaign emphasizes that many young people may not realize they can contribute to their communities while serving part-time in the Army National Guard. Brigadier General Antoinette Gant, the Chief of Army Enterprise Marketing, articulates this need, stating, "‘Uncommon is Calling’ offers youth a new perspective on Army service by presenting the experiences, flexibility, and local impact that can only be achieved as part of the Army National Guard."

A Cinematic Exploration

The centerpiece of this campaign is a series of films that showcase real Soldiers in action during various emergency scenarios. Each of these films provides a personal glimpse into the lives of Soldiers, demonstrating the unique experiences and challenges they face while making meaningful contributions to their communities. The headlining film, also titled "Uncommon is Calling," encapsulates scenes from five distinct narratives—each constructed to highlight a specific aspect of service.

• - Turn on the Lights: This film portrays Soldiers expertly assessing damage and restoring power to a town after a significant disaster.
• - Search and Rescue: A gripping narrative that shows Soldiers airborne in a Black Hawk helicopter, on a mission to locate and rescue lost hikers.
• - Above the Flood: Soldiers navigate through flooded areas, delivering much-needed aid to civilians in peril.
• - Combat Ready: This film brings to life the transformation of Soldiers from community defenders to national protectors, ready for any challenge—be it disaster relief or combat missions abroad.

Targeting the Next Generation

Visually influenced by contemporary youth culture, the campaign utilizes striking black-and-white aesthetics and bold typography. This design choice is aimed at resonating with a new generation of prospective Soldiers, differentiating the Army National Guard from traditional military pathways.
Brigadier General Gant emphasizes that “The campaign represents just a few of the many ways Army National Guard Soldiers make an impact in their communities.” By showcasing the diverse set of skills and experiences Soldiers gain through their service, the initiative aims to appeal to young individuals seeking excitement, growth, and purpose in their lives.

Reaching Audiences Nationwide

"Uncommon is Calling" aims to engage audiences through various channels, including streaming services such as MAX, CBS, ESPN, as well as digital platforms like YouTube, Meta, Reddit, LinkedIn, and the NationalGuard.com website. The campaign emphasizes local and state-focused messaging to meet prospective Soldiers where they are, making the opportunities for service more relatable and attainable.

For more insights on the insights and opportunities available through the Army National Guard, visit NationalGuard.com.

About the Army Enterprise Marketing Office

The Army Enterprise Marketing Office (AEMO) is dedicated to crafting national marketing strategies and conducting marketing research and analysis. Its mission is to bridge connections between the U.S. Army and the American public, ensuring that service opportunities are well understood and accessible. By raising awareness of the myriad benefits of Army service, AEMO aims to inspire the most qualified candidates to choose a path of service within the Army.