The Star Beacon; Ashtabula, Ohio

World, nation, state

November 11, 2012

New Marine Corps ads target women, minorities to join as officers

SAN DIEGO — The Marine Corps has launched a multimedia advertising campaign aimed at encouraging more women and minorities to join as officers and ending a decades-old stereotype that the Corps is the domain of white men.

The Marines’ “Fighting With Purpose” campaign tracks with the lesson that many pundits have drawn from last week’s election results: The nation’s demographics have dramatically changed.

The campaign, created by the advertising and marketing companies UniWorld Group and JWT, features 1st Lt. Drexel King, a black based at Camp Pendleton near San Diego, and Capt. Monica Meese, a Latina raised in Irvine and based at Joint Base Andrews, Md.

King, an infantry officer, and Meese, a KC-130J pilot, served in Afghanistan. Meese also deployed in support of relief efforts after the 2011 tsunami ravaged Japan.

“Often when people think of Marines, they think of males,” Meese said. “I hope the campaign helps shape the Marine Corps to represent our diverse nation.”

King, 26, is featured in 30-second commercials that, beginning Thursday, are airing on BET, Nick at Night, MTV, Spike, ESPN, NBA on TNT, and NFL broadcasts. He will also be shown in print ads in Vibe, ESPN Magazine, Diversity Careers, and Sports Illustrated.

Meese, 28, will be featured in print ads in the same publications and in a video on the Marines’ “Community Impact” page.

The campaign picks up some of the themes of the “Towards the Sounds of Chaos” advertising campaign that made its debut in March and will continue to be the major recruiting pitch. That campaign reinforces the Marines’ image as a fighting force ready to confront America’s enemies “at a moment’s notice.”

Polling and market research had shown that men and women in the 17-to-24 age group are attracted by the Marine Corps’ tradition of being “first to fight,” but also by its involvement in humanitarian missions. Also, minorities and women are interested in being leaders and role models in their communities, according to the polling and research.

“It’s always been a part of me to fight for those who couldn’t fight for themselves, whether on my block or around the world,” King says in the television commercial.

In the last fiscal year, 4.7 percent of those joining as Marine Corps officers were black and 8.4 percent were Latino. In the overall force, enlisted and officer, the Marine Corps has 10 percent black and 12.9 percent Latino.

Women make up about 7 percent, in part because the Marine Corps’ main mission is ground combat, where most billets remain off-limits to women. That is changing, with women being encouraged to transfer into some jobs that would put them close to ground combat.

The percentages of women and black in the Marine Corps remain below those of the Army - although the percentages of minorities have been increasing for the Marines in recent years.

“The commandant’s view is that it’s not enough,” said Maj. Gen. Joseph Osterman, commanding general of recruiting, which oversees a $100-million-a-year advertising budget.

“We want a depth of strength in the organization that we won’t have without diversity,” Osterman said.

Commandant Gen. James Amos has made diversity a priority of his tenure as the top Marine, along with recognizing the service of African American Marines during World War II, who were trained separately from whites and often relegated to lesser billets.

“I hope (the ad campaign) successfully portrays a different side of the Corps to the many concerned parents and potential candidates,” King said.

1
Text Only
World, nation, state
  • U.S. says Russia is firing across border into Ukraine

    Russia is launching artillery attacks from its soil on Ukrainian troops and preparing to move heavier weaponry across the border, the U.S. and Ukraine charged Friday in what appeared to be an ominous escalation of the crisis.

    July 25, 2014

  • Gaza sides agree to lull but truce efforts stall

     Israel-Hamas fighting looked headed for escalation after U.S. Secretary of State John Kerry failed Friday to broker a weeklong truce as a first step toward a broader deal and Israel’s defense minister warned Israel might soon expand its Gaza ground operation “significantly.”

    July 25, 2014

  • Planes with Ukraine bodies arrive in Netherlands

    Two more military aircraft carrying remains of victims from the Malaysian plane disaster arrived in the Netherlands on Thursday, while Australian and Dutch diplomats joined to promote a plan for a U.N. team to secure the crash site which has been controlled by pro-Russian rebels.

    July 24, 2014

  • UN school in Gaza caught in cross-fire; 15 killed

    A U.N. school in Gaza crowded with hundreds of Palestinians seeking refuge from fierce fighting came under fire Thursday, killing at least 15 civilians and leaving a sad tableau of blood-spattered pillows, blankets and children’s clothing scattered in the courtyard.

    July 24, 2014

  • Air Algerie jet with 116 on board crashes in Mali

    An Air Algerie jetliner carrying 116 people crashed Thursday in a rainstorm over restive Mali, and its wreckage was found near the border of neighboring Burkina Faso — the third major international aviation disaster in a week.

    July 24, 2014

  • Troubled childhoods may prompt men to volunteer for military service

    In the era of the all-volunteer U.S. military, men who served are more than twice as likely as those who never did to have been sexually abused as children and to have grown up around domestic violence and substance abuse, a new study has found.

    July 24, 2014

  • As poverty continues to rise, fewer Ohioans are receiving state aid

    The number of Ohioans receiving public assistance continues to drop even while poverty increases, raising questions about how the state helps the poor.

    July 24, 2014

  • ’Saltwater’ from fracking spill much different from ocean water

    In early July, a million gallons of salty drilling waste spilled from a pipeline onto a steep hillside in western North Dakota’s Fort Berthold Reservation. The waste — a byproduct of oil and gas production — has now reached a tributary of Lake Sakakawea, which provides drinking water to the reservation.

    July 24, 2014

  • 40 bodies from jet solemnly returned to Dutch soil

    Victims of the Malaysian jetliner shot down over Ukraine returned at last Wednesday to Dutch soil in 40 wooden coffins, solemnly and gently carried to 40 identical hearses, flags at half-staff flapping in the wind.

    July 23, 2014

  • U.S. pushes for truce as Gaza battle rages

    The United States announced signs of progress in cease-fire talks Wednesday, but prospects for a quick end to the fighting were dim as Palestinian families fled fierce battles in southern Gaza and the death toll rose to more than 700 Palestinians and 34 Israelis.

    July 23, 2014

House Ads
Parade
Magazine

Click HERE to read all your Parade favorites including Hollywood Wire, Celebrity interviews and photo galleries, Food recipes and cooking tips, Games and lots more.
AP Video