In an effort to boost lagging recruitment, the US Army is taking out of mothballs the old “Be All You Can Be” ad slogan, Stars and Stripes reported last week.
At a launch event at the National Press Club in Washington last Wednesday, Army officials explained that they chose “Be All You Can Be” from hundreds of other possible slogans. Secretary of the Army Christine Wormuth said the slogan wasn’t just chosen for its nostalgic value but also because data showed that “Be All You Can Be” received the most positive responses.
The Army has set a recruiting target of 65,000 in 2023. Last year, the Army’s target of 60,000 recruits fell short by 15,000.
Warmuth explained that every branch of the military is facing “the most challenging recruiting landscape in decades,” making it the “perfect time” to launch the Army’s “new brand” and slogan.
During the event, the Army previewed two recruitment videos, “Overcoming Obstacles” and “Pushing Tomorrow,” using the revitalized slogan. The videos feature actor Jonathan Majors who attended Wednesday’s press conference.
The Army’s rebrand is the result of a multi-year research project aimed at reflecting today’s service men and women.
The press event also featured U.S. Army Chief of Staff Gen. James McConville administering the enlistment oath to several new Army enlistees.
McConville said the original “Be All You Can Be” slogan inspired generations of soldiers and said the promise “still rings true today.”
The Pentagon has cited various problems that have made recruiting more difficult in today’s environment. But the most glaring issue, according to Pentagon data, is that fewer than 25 percent of Americans between 17 and 24 can meet the academic and physical demands needed to qualify for service.
What’s more, Wormuth has noted that recent data shows that only around 10 percent of young people are interested in enlisting in the military.
