Client: U.S. Space Force
Agency: GSD&M
Advertising Agency: GSD&M, USA
Country: United States
Published: May 2020
Synopsis:
The U.S. Space Force (USSF), the newest branch of the Armed Forces, along with its creative partner, Austin, Texas -based agency, GSD&M, is launching “Make History” showcasing, for the first time, the unique generational opportunity USSF offers to Gen Z as space innovations and advancements rapidly change what is possible. The campaign also highlights USSF’s critical mission of organizing, training, and equipping space forces in order to protect U.S. and allied interests in space and to provide space capabilities to other U.S. military branches.
Through consumer research the USSF found that Gen Z has a strong interest in space as well as a desire to better understand how systems in space facilitate daily life on earth, while many STEM-inclined Gen Z take that interest a step further and are open to, or actively considering, a space related career. While previous generations asked what their purpose is on this planet, this is the first generation with reason to question if their purpose might be beyond this planet entirely. With this in mind, “Make History” speaks directly to GenZers with education, experience, interest and/or skills in STEM fields, who meet the mental, moral and physical requirements needed to serve their country.
“There’s something very curious and fascinating about space and the capabilities it provides us thanks to what the U.S. Space Force does. Space is essential to not only how we live our daily lives but how we go to war,” said Jeff Maki, Group Creative Director, GSD&M. “ATM’s, gas pumps, GPS, power grids, cellphones, communications, they all depend on the mission of the Space Force. That’s why it’s so important that we pique the interests of the best and brightest young people with this campaign.”
However, recruiting for this highly specialized force presents challenges -- These talented individuals are in high demand and heavily sought by aerospace, technology and other private sector employers. Additionally,USSF requires highly specialized skill sets as well as mental and physical aptitude, making for a relatively small recruiting pool. That’s why “Make History” is designed to show how the USSF offers a unique employment opportunity that GenZ can’t get anywhere else. It’s also meant to reach the American public as they play an important role serving as mentors and influencers in the lives of potential service members.