US military ad campaign in Afghanistan employs Proctor & Gamble experience.

Posted: 13 Apr 2010   Print   Send a link
"Outdoor, TV and radio ads starring cuddly babies and folkloric warriors are spreading across Afghanistan, a country that's seen so little advertising that finding a local agency was one of the first hurdles of mounting a campaign. But the U.S.-backed push is using insights into traditional Afghan culture to try to encourage a war-ravaged population to help build a more peaceful nation. The soldier-marketer behind the effort, Lt. Col. Allen McCormick, is deploying the marketing expertise he gained at Procter & Gamble and other U.S. companies to target Afghan citizens. ... The ad campaign has three themes, each backed by radio, TV, print and billboards. The first, called 'Guardians,' is intended to improve the image of the Afghan army by forging an almost romantic connection with the country's long folkloric tradition of warriors who protect their people. ... The second theme is governance, illustrated with images of hands holding objects, from bricks to ballots, to help rebuild Afghanistan with the tagline, 'The future of Afghanistan is in your hands.' The third and final part, which involved a widespread casting call for cute babies, is 'New Afghan, New Afghanistan.'" Laurel Wentz, Advertising Age, 12 April 2010. See previous post about same subject.