If you’re one of the sailors who heard the Navy’s new advertising slogan, “America’s Navy: A global force for good,” and wondered where it came from — take a look around.That was the word from officials with Navy Recruiting Command and the Navy’s advertising agency, Campbell-Ewald, who said that “global force for good” came straight from today’s sailors and the Navy’s own maritime strategy, not a Madison Avenue boardroom or the cartoon “Super Friends,” as some people joked.“We had many, many focus groups with the Navy to outline all of this,” said Jennifer Monaghan, head of the Navy’s account with Detroit-based Campbell-Ewald. “People have said, ‘Did we not poll the fleet?’ Yes. The fleet came up with this.”And yet, in the weeks since the Navy unveiled “global force for good” in late September, most of the 80-some readers who contacted Navy Times to give their opinion about the Navy’s campaign have been skeptical, at best.“If you want to bring sailors into this organization, then tell them what we do. Tell them about the trips overseas, tell them about the chance to advance to upper management, tell them how they can become ambassadors for the country. This new slogan leaves a lot to be desired,” Information Systems Technician 1st Class (SW/AW) Christopher Hooper said.In the face of that resistance, Recruiting Command and Campbell-Ewald officials spoke with Navy Times reporters and editors to explain how and why “global force for good” was created.Over the past few years, the Navy’s image had fallen into bad shape in the crowded advertising marketplace, Monaghan said
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Sailor focus groups helped develop new slogan
