Selling the Parents

As parents have become an increasingly strong defense against military recruiters, the Army has begun to target them directly with a new advertising campaign. The "influencer group" of ads was produced by Chicago-based Leo Burnett USA. Influencers is the term recruiters use for parents, teachers, coaches, and other adults who influence a young person's life decisions, like whether to join the military.

Leo Burnett USA is one of at least six companies that are competing for an advertising contract with the Army that could total a billion dollars over five years.

The ads have been running since April on old-person cable channels, like Hallmark and the Game Show Network. One in Spanish is running on Spanish-language television and in Puerto Rico. The Army recently expanded their circulation and claims they will reach 58 percent of influencers of potential recruits by September. With Cindy Sheehan and the Gold Star Families for Peace in the news so much these days, the recruiters have a lot to compete with when it comes to reaching parents.

Read more: "Army ads encourage parents to let their children sign up"

 

Past CounterRecruiter posts on parents and "influencers":
August 01, 2005: Counterpunch: The Games Recruiters Play
March 23, 2005: 3000 more recruiters on the way
March 20, 2005: Generals Suggest Draft May Be Needed