Next Chapter of “What’s Your Warrior?” Offers Deeper Look At Army Careers 

WASHINGTON, DC (MPG) - The U.S. Army announced the next chapter of the “What’s Your Warrior?” marketing campaign, signaling an expansion of its ongoing efforts to showcase the breadth and depth of opportunities for today’s youth to achieve their goals in America’s largest military branch. Building on the success of the 2019 launch, the latest installment invites today’s youth deeper into the Army experience through an exploration of 12 unique career specialties and the Soldiers who occupy them.                              

“When we launched ‘What’s Your Warrior?,’ we established a new world for Gen Z to inhabit and explore its Army on their terms – and we know they liked what they saw thanks to a nearly 53% spike in online interest in the first year alone,” said Maj. Gen. Alex Fink, Chief of Army Enterprise Marketing. “To continue the momentum, now we’re inviting youth deeper into this world through the eyes and experiences of real Soldiers. Who better to introduce America’s youth to the wealth of opportunity in the U.S. Army than the Soldiers who live and breathe it every day?” 

The Army Soldiers headlining the campaign were hand-selected to represent the breadth and depth of skillsets, interests, and cultural backgrounds that make up the Army community. Out of more than 200 career options currently available in the Army, 12 specific careers were chosen to both raise awareness of surprising Army roles and promote some of the more in-demand fields. 

“Our success depends on our ability to attract the best and brightest our country has to offer, so it was particularly important for us to show more than just the diversity of Army careers, but also the diversity of the Army community,” said Secretary of the Army Ryan D. McCarthy.  “Each Soldier is a valuable contributor to the Army’s mission because of the unique backgrounds and perspectives they bring to Army service.” 

The campaign brings 12 Soldiers’ diverse Army specialties to life by assigning each one an aspirational identity, known as a “moniker,” that speaks to the power of every Army role and makes even the most complex fields immediately more recognizable and relatable. These monikers pay homage to the beloved protagonists of epic media franchises, while creating natural avenues for youth to meaningfully connect with the Army based on personal and professional interests

THE GROUND BREAKER: Joining the Army allowed Sgt. Frincee Prado to achieve his dream of becoming an engineer, while growing his leadership skills and serving the nation. As a technical engineer, Sgt. Prado works in construction site development in the Army, conducting land surveys, making maps, and preparing detailed plans for construction projects. Sgt. Prado lives by the words “strike the iron while it’s hot,” meaning he takes all opportunities and experiences afforded to him in order to grow so that he can be the best leader and mentor to peers.

MOS: Technical Engineer (12T); Specialty Area: Engineering; Component: Active Duty Army; Unit: 19th Engineering Battalion, Fort Knox, KY; Hometown: Philippines / Sacramento, CA 

To see Sgt. Frincee Prado’s video visit www.goarmy.com/media-resources/frincee-prado.html

To help youth find their inner warrior, the Army is pairing the campaign with an improved online Army Career Match tool at www.GoArmy.com that uses an interactive quiz to align personal interests with one of over 200 unique roles within the Army. A mix of traditional and digital advertising, grassroots outreach, and public relations engagement will continue to reach Gen Z recruits and their influencers across their preferred platforms.

For more information on “What’s Your Warrior?” and opportunities with the Army, visit www.GoArmy.com.