Shifting Threats: A New Technology Focus in the Marine Corps
The Marine Corps' new recruiting effort, which debuted online on Thursday and will broadcast on television on Saturday during in the College of Georgia versus University of Florida game of football, claims that adaptability is essential in a changing environment.
The "Shifting Threats" advertising campaign shows Marines adjusting to a more technologically advanced environment in scenarios that appear to be taken straight out of a video game. The advertisement features cutting-edge methods, such as how Marines utilize and kill drones, alongside more conventional Marine Corps tasks, such as amphibious landings, humanitarian assistance and disaster relief, and infantry operations in challenging conditions.
The video's narrator claims that foes that are frequently merciless, unanticipated, and unforeseen endanger the future. The necessity for Marines to thwart such shifting threats is crucial because it has never been more important to maintain stability for our country in the middle of an unpredictable and changing world. There is one thing that never changes when it comes to winning conflicts for America's future. Marines.”
According to a press release introducing the campaign, the objective in creating the advertisements was to emphasize whatever Marines are and accomplish in a manner that would make obvious to the general public while simultaneously encouraging individuals to join the Marines.
All branches of the service are having trouble finding qualified candidates. With 33,210 additional enlisted productive Marines and 4,602 additional enlisted reservists, the Marine Corps exceeded its recruitment targets for Fiscal Year 2022. According to a press statement from the Marine Corps, 1,705 officers were also commissioned.
In the most recent fiscal year, the Marine Corps focused on recruiting as a component of Force Design 2030's Talent Management 2030 initiative. Additionally, the Marines exceeded their retention targets early, the service said in July.
According to a recent report by USNI News, the service wanted to retain 5,820 Marines who were still under their initial contracts, while the retention target for Marines with 4 to 20 years of experience was set at 5,417.
According to Talent Acquisition 2030, the Marines have been starting to move away from the tiny, high turnover force which has previously been the norm and are aiming to retain personnel for extended periods of time, according to USNI News.
However the Marines are concentrating on attrition, the unit will still decrease; according to Force Design 2030, there will only be 175,000 Marines.
The campaign film itself is concentrated on highlighting elements of Force Designs 2030, such as giving individual Marines access to technology to decide which enemy assets to target.
The Marine Air Support Integrated System is demonstrated in the video (MADIS). In 2019, while transiting the Strait of Hormuz on the USS Boxer, Marines shot down an Iranian drones from the a distance of 1,000 yards (LHD-4). According to an earlier report from USNI News, the technology uses electronic jammers, radars, and weapons systems to destroy the drone.
In a similar scenario, Marines shoot down enemy drones with a handheld device in the advertisement. The movie ends with a Marine infantryman assisting in the targeting of an unidentified enemy ship that will be downed by an F-35B Lighting II Partnership Strike Aircraft.
The "Shifting Threats" campaign will make use of social media, online and broadcast advertising, as well as the Marine Corps' YouTube video.The Marine Corps continues to run television advertisements, unlike the Navy.
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