Recruiting duty offer

The pattern

This still is filed under Recruiting duty offer.

Define

Join us, framed as who you become, not as a job listing.

Mechanism

Identity offer. The role is a self. Benefits are secondary to the person you will be after you say yes.

Verdict

We are recruiting into a hard, proud, or transforming role: service, craft, a company with a real culture.

Why it works

It balances the patriotic duty of wartime with the pragmatic self-interest of the recruit, promising that military service will yield long-term personal benefits. The visual unites the different branches under a shared, noble vision.

The big idea

Serving now pays twice, the country gains today and the woman herself gains tomorrow, shown by four women from four services gazing ahead side by side.

The offer

Join a women's branch of the Army, Navy, Marine Corps or Coast Guard at the nearest recruiting station of the armed service of your choice.

Lines from the ad

For your country's sake today-

For your own sake tomorrow

GO TO THE NEAREST RECRUITING STATION OF THE ARMED SERVICE OF YOUR CHOICE

Steal this when

You need to motivate volunteers or recruits by combining a higher altruistic purpose with tangible personal career benefits.

The emotion

Written to Duty. It makes the Say move.

It names one easy act, the nearest recruiting station of whichever of four services she chooses, and says what it adds up to twice: the country's gain today and her own tomorrow.