The Problem: 34%* of 17–24-year-olds don’t realize there’s an option to join the U.S. Army part-time.
To increase awareness, the Army National Guard needs to be a beacon of clarity and highlight all the unique things that make it more than your average side gig. It’s a chance to redefine what an extra job can be, moving it from the transactional to the personal, spotlighting the extraordinary impact of part-time service.
To increase awareness, the Army National Guard needs to be a beacon of clarity and highlight all the unique things that make it more than your average side gig. It’s a chance to redefine what an extra job can be, moving it from the transactional to the personal, spotlighting the extraordinary impact of part-time service.
Joining the Army National Guard offers Prospects a direct route to becoming modern-day polymaths in a world full of specialists and narrow thinking. And knowing that 60% of our target audience are 17–19-year-olds, the Army National Guard offers them a chance to explore a totally different part of themselves at this critical stage of self-discovery.
Role: Strategist
Awards: Silver Jay Chiat National/Multinational Strategy - 2025