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News | Nov. 9, 2019

U.S. Army Announces New Ad Campaign “What’s Your Warrior?” Introduces Breadth and Depth of Army Careers to New Generation


The U.S. Army’s new marketing campaign “What’s Your Warrior?” is set to launch in mid-November as a new way for local recruiters to connect with Generation Z.

The campaign is designed to address a decreasing pool of qualified applicants with a fresh approach to educating a new generation of potential Soldiers about the diverse opportunities available to them through Army service.

“We know today’s young men and women want more than just a job,” said Secretary of the Army Ryan D. McCarthy. “They desire a powerful sense of identity, and to be part of something larger than themselves.”

Tapping into the storytelling styles that have influenced Gen Z’s view of the world, “What’s Your Warrior?” will use real Soldier stories to highlight the diversity of careers offered and the diversity of skills needed for today’s highly technical Army.

Over time, the “What’s Your Warrior?” campaign will tell the stories of real Soldiers representing a variety of careers through bold graphic language, cinematic action and innovative production techniques to give the campaign a fresh look and feel to resonate with Gen Z. 

The campaign launches this month across broadcast, print and digital properties. As part of the campaign, prospective applicants can find their inner warrior using the new Career Match tool at, which will align their personal interests with unique roles within the Army.

For more information on “What’s Your Warrior?” and opportunities with the Army, visit





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