'Toward the Sounds of Chaos' Campaign Highlights Marines' Diverse Missions, Connects with Millennial Generation's Notion of Service

QUANTICO, Va., March 8, 2012 /PRNewswire-USNewswire/ -- This week, the Marine Corps Recruiting Command is launching Toward the Sounds of Chaos, a multimedia engagement campaign that highlights the diverse range of Marine Corps missions conducted in defense of our nation, restoring order and stability through reconstruction efforts, humanitarian interventions, natural disaster relief or peacekeeping missions around the world.

"For 236 years, the U.S. Marine Corps has served as America's elite expeditionary force, fighting to preserve justice and freedom in times of war and peace worldwide," said Brigadier General Joseph L. Osterman, Commanding General, Marine Corps Recruiting Command. "Our survival, status and reputation as an elite force are dependent on our connection with the American people, and specifically with today's youth – the millennial generation."  

The new campaign builds on previous well-known campaigns including America's Few and America's Marines, continuing the promise of personal transformation but also emphasizing service for others. The campaign includes national television, print and online advertising, in addition to in-school, cinema, mobile and social media advertising.

"The Marine Corps aims to recruit the best and brightest, and today that means we need young men and women who will run toward chaos to help others in need," said Brigadier General Osterman. "This campaign represents an opportunity to share who the Marines truly are – tough warriors, but also leaders in service and altruism – two of the core values of the millennial generation."

The new campaign was informed by comprehensive strategic research conducted among youth prospects and their influencers to determine their perceptions of military service in general and the Marine Corps specifically. The research, conducted by the Marine Corps in 2010 and 2011, found that today's millennial generation is more politically, culturally and socially diverse than previous generations. Historically, youth have viewed military service as a way to improve personally while serving the country. However, today's youth want to be "part of something bigger," to help others in need.

The research also found that one-third of today's youth who are naturally inclined toward military service are equally likely to value military involvement in humanitarian missions as they are to support a military response to a terrorist attack. Those same youth tend to view the military with high admiration but not to the level of aspiration or prestige they associate with college.

Toward the Sounds of Chaos includes the re-launch of the Marine Corps' website, www.Marines.com, designed to more dynamically illustrate the history, impact and journey of America's elite warriors. With more than 150 creative video depictions of real-life Marine training and missions, the site offers an authentic glimpse into what makes a Marine, from the intensive 12-week recruit training, to the delivery of humanitarian supplies in Haiti and defending the front lines in Marjah, Afghanistan.

The new 60-second and 30-second advertising spots can be viewed through the Marine Corps' custom Facebook tab (http://www.facebook.com/marinecorps?v=app_100505966746950) beginning on March 8 and March 9, respectively. The first television commercial will air on Saturday, March 10 during the Big 12 Championship Game on ESPN at 6:00 p.m. ET.

About the U.S. Marine Corps
Since 1775, the United States Marine Corps has been our nation's expeditionary force of choice, committed to making Marines, winning our nation's battles, and developing quality citizens. The Marine Corps has a legacy of tough, elite warriors who are "first to fight," placing equal value on physical fitness, education and high moral character. Marines are more than elite warriors – they are smart, courageous, compassionate citizens. For more information, please visit Marines.com.

SOURCE U.S. Marine Corps