In a national TV and radio campaign breaking this month for the Army National Guard, Soldiers reflect on memorable domestic missions, often performed in their own communities. Created by LM&O Advertising of Arlington, Va., the “Defining Moments” campaign differentiates the National Guard from other military forces by emphasizing its unique role as a first responder to catastrophic disasters inside the U.S.
In “Fire,” one of three new 30-second TV spots, a Soldier describes her unit’s first disaster response call: “Wildfires had been getting dangerously close to home. At that moment, I got a taste of just how important the Guard is to my community.”
Aimed at producing qualified recruitment leads and clarifying public understanding of the National Guard’s mission, the ads are customized by region with the state flag.
The campaign features 29 National Guard Soldiers who were cast from around the country. “Having Guard Soldiers portray the Soldiers on camera gives the campaign a maximum level of authenticity. Our focus group research confirms that’s vitally important to the target audience,” said Dave Marinaccio, Chief Creative Officer at LM&O.
The TV spots as well as five new 30- and 60-second radio ads will air nationwide through the National Guard’s Non-Commercial Sustaining Announcement Program, a partnership with all 50 state broadcasters associations that enables the National Guard to reach hundreds of thousands of viewers and listeners for a very low investment.
The campaign will run through the end of 2012.
|
© Copyright 2010 LM&O Advertising, All Rights Reserved.
Lance D. Lynch
I love the campaign goals. I wish clarification was provided pre-9/11. I am interested in seeing how I can help exceed the campaign goals. I work for Howard University and we are embarking on an innovative concept. We will be launching a HBC broadcast network. I would love to speak with your marketing department.
Lance D. Lynch
Director of Sales and Marketing
H.U.R. Voices, Channel 141 SiriusXM
(202)806-3527