2010 GOLD

AFRICAN-AMERICAN

'REAL TALK' AFRICAN AMERICAN-TARGETED CAMPAIGN

UNITED STATES MARINE CORPS (USMC), MARINE CORPS RECRUITING COMMAND

Mr. Eric Lindsay, Diversity Advertising Specialist

UNIWORLD GROUP, INC.

Herman Morales, SVP, Group Account Director
Rebecca Williams, SVP, Executive Creative Director
Dora Rivera, Group Planning Director
Peter Brown, Account Director
Susanna Tam, Account Supervisor
Devin Heatley, Copywriter
Chris Cogswell, Art Director
Ben Marshall, Art Director
Jacob Williams, Producer

MINDSHARE

J WALTER THOMPSON

Circumstances combined to create an extremely challenging recruitment environment for the U.S. Marine Corps among African American young men. Using a narrative, testimonial format ('Real Talk'), active duty AA Marines shared real-life experiences in order to illuminate the positive aspects of life in the Corps, and 'realness' was delivered in a variety of ways through an integrated marketing communications effort. The 'Real Talk' approach included TV ('Leap'), Direct Mail, Events, a Calendar, and custom Viral Videos/Webisodes. All objectives were exceeded, and the campaign is considered a dramatic success.