Diversity Advertising Gains Prestige
By Cpl. Nate Carberry
| Marine Corps Recruiting Command | February 22, 2013
MARINE CORPS BASE QUANTICO, Va. --
The Marine Corps Recruiting Command’s diversity advertising campaign, Montford Point Marines, won three awards at the 2013 Atlanta ADDY Awards Feb. 21.
The ADDY Awards is the advertising industry’s largest and most representative competition. It recognizes and rewards creative excellence in advertising.
The campaign received Silver ADDY Awards in the categories of digital and video advertising and a Bronze ADDY Award in the Consumer Publication Print Campaign category.
“Such industry recognition demonstrates that the values and traditions that the Marine Corps represents continue to resonate with the American public,” said Peter Brown, senior account director at UniWorld Group Inc., the command’s contracted multicultural advertising agency.
The Montford Point Marines campaign launched in 2012 within the context of Black History Month and consisted of two print ads and a long-form web video. The effort was not recruiting-focused but increased audience appreciation for these Marines.
“One of our goals is to use diversity advertising as a vehicle to tell the inclusive Marine Corps story and these recognitions highlight one of our campaigns designed to accomplish that,” said Eric Lindsay, diversity coordinator, MCRC.
The Corps successfully reached African-American influencers, such as parents, coaches, religious leaders and mentors through an uplifting, emotionally engaging and respectful story of the Montford Point Marines.
“It illustrated the courageous, resilient and triumphant story of these brave men, and showed how they paved the way for successive generations of African-American Marines to serve with honor and distinction,” said Brown. “The main messaging strategy articulated to the audience was, ‘They set out to make a difference and ended up making history.’”
In 2012, the Montford Point Marines received the Congressional Gold Medal, one of the Nation’s highest awards, establishing for them their rightful place in history, according to Lindsay. The intimate ceremony in Washington, D.C. gave the Marine Corps an opportunity to showcase the contribution these men made to Country and Corps.
The creative power of the Montford Point Marines campaign contributed greatly to its continued success in reaching the intended market, as well as its recognition at the ADDY Awards.
Montford Point Marines was already an award-winning campaign, having earned first place honors in the print advertising category at the Association of National Advertisers Multicultural Excellence Awards in Miami, Oct. 30.