QUANTICO, VA — This Black History Month, the United States Marine Corps (USMC) is launching a new multimedia campaign entitled “Where I’m From,” showcasing communities that Marines proudly call home. The campaign asks Marines to share why they choose to defend the nation and what about their hometowns they find most inspiring. The “Where I’m From” creative includes television, print, online display and mobile and will be featured nationwide during the month of February.
“Where people grow up certainly impacts the path they choose to take in life,” said Lieutenant Colonel Darrin Kazlauskas, assistant chief of staff for advertising, Marine Corps Recruiting Command. “This Black History Month campaign honors the people and places that had the biggest influence on our brothers and sisters in the Marine Corps.”
The “Where I’m From” campaign offers viewers a window into the lives of nine Marines as they reflect on their hometowns, childhood memories, families and friends within the community. Each Marine profiled shares a unique story of how joining the Marine Corps changed their lives.
“When I return home, I get the warmest welcome, every single time. People see me as a success story,” said First Lieutenant Paige Thomas, who proudly represents her hometown of Coatesville, PA, in the campaign and every day as a United States Marine.
As part of the campaign, a 30-second television spot featuring Captain John Williams of Detroit, MI, will begin airing February 1 on national broadcast networks. Also launching is a Black History Month microsite (Marines.com/WhereImFrom) where visitors can view the extended stories of the Marines, post a message of support and add a photo to an interactive map.
The campaign will also include print ads featuring Marines from across the country that will run in national publications, including ESPN The Magazine, American Legacy magazine and Jet magazine. In addition, an interactive mobile component will allow smartphone users to scan a QR code and view Capt Williams's story directly on their cell phones.
During the month, leading daily online magazine The Root.com will feature an exclusive interview with Major General Ronald L. Bailey, Commanding General, Marine Corps Recruiting Command; Commanding General, Marine Corps Recruiting Depot San Diego; and Commanding General, Western Recruiting Region. The interview was conducted by The Root.com editor-in-chief Dr. Henry Louis Gates, Jr., Alphonse Fletcher University Professor and the Director of the W. E. B. Du Bois Institute for African and African American Research at Harvard University, and offers an inspiring view into the professional and personal life of this inspirational Marine.
Leading multicultural agency UniWorld Group worked with the Marines to develop the “Where I’m From” campaign.
In addition to the “Where I’m From” campaign, the influential African American news outlet, theGrio.com, is honoring former Marine Richard Bennett and active-duty Marine Corporal Christina Oliver in “The Grio’s 100,” a list of the most extraordinary men and women of the year. This is the first time two United States Marines have been selected for this honor. Mr. Bennett is currently president and CEO of multimillion-dollar construction company Fidelis Design Construction and Cpl Oliver currently serves on the Marine Corps’s Female Engagement Team.