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U.S. Coast Guard
Be Part of the Action

RAN IN: United States

CLIENT
United States Coast Guard (Recruiting Center)

AGENCY
Bates USA *Lead Agency


Emmerling Post


SUMMARY

The "Be Part of the Action" campaign was developed to increase awareness and generate leads among all prospects 17-26 (with a strong empasis on women and minorities aged 17-21). The advertising sought to communicate that the Coast Guard offered both men and women exciting jobs that matter - benefiting themn and others, as well as the country. Because of the extraordinarily low budget, it was critical to increase public service airplay to expand overall reach.


Language: English