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United States Marine Group
Blue Chip Opportunity

RAN IN: United States

CLIENT
United States Marine Corps

AGENCY
JWT Atlanta *Lead Agency


SUMMARY

Before the Marine Corps could convince young African American college student to consider a future as a Marine Corps officer, they had to get these students to see the Corps differently. Misconceptions incorrectly portrayed the Corps as a Blue Collar option that would pull this prospect off the road to success. The goal of this communications program was to replace these beliefs with a more accurate portrayal of the officer program. We wanted them to equate it with the toughest management course in the world. The program needed to present the Corps as the elite organization it is, with opportunities to all that are up to the challenge. A Blue Chip Opportunity. Success in the Corps would ultimately translate to success anywhere.


Language: English