The National Guard Plans to Geofence High Schools and Target Kids' Phones With Recruitment Ads
In 10 pages, the DOD outlines what its looking for in an ad agency partner and what it hopes to achieve with a digital campaign focused on high schools. The “primary objective,” according to the contract document: To reach teenagers and generate “qualified leads of potential applicants for enlistment while also raising awareness of the Georgia Army National Guard.
In total, the Georgia military organization, which is the sixth largest National Guard in the U.S., will test its recruitment ad scheme at 67 different high schools. As a secondary metric of success, the military is hoping to rake in more than 3.5 million views or “impressions” and thousands of clicks on its ads in first few months of the campaign’s launch, per the federal document. The contract plan states that the state National Guard is hoping to reach 17-24 year olds .
could be a way “to bypass parental involvement in the recruiting process,” ACLU of Georgia lawyer, Benjamin Lynde, told the Intercept. Lynde himself reportedly enlisted in the Georgia National Guard in 2005, but said “parents should be involved from the onset.”
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