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  • Writer: Rebekka Heite
    Rebekka Heite
  • Nov 4
  • 2 min read

Due to my current positions recruiting campaign focusing on a theme of 'You Belong Here,' which Alexandria Police Department is using, and other police recruiting campaigns.


Marine Corps:

Battle to Belong Campaign Overview

  • The Marine Corps launched a campaign titled Battle to Belong which explicitly addresses the concept of belonging, community, and purpose among young people disconnected or seeking-fit.

  • The campaign was developed by Wunderman Thompson (an agency under WPP) and produced with major creative investment (film-grade cinematography by an Oscar-winning DP and score by Hans Zimmer).

  • The key message: “Purpose isn’t found in your feed, it’s revealed in your fight.” – pointing to how the Corps is positioning itself as a place where young people can find belonging beyond digital isolation.


Why It Fits the “You Belong” Theme

  • Belonging & identity: The campaign embraces that many in Gen Z are searching for real community, connection and identity, not just a job or role. The copy specifically mentions “crave belonging, community, and purpose”.

  • Inclusive framing: Instead of saying “Serve with us”, the messaging says you can fit in, you belong to something bigger than yourself. That aligns directly with your mood-board theme.

  • Visual and emotional tone: The campaign uses cinematic visuals, immersive story-style, and a tone that emphasizes transformation and belonging rather than just enlistment or duty.

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References

U.S. Marine Corps. (2020, September 18). Battle to belong [Video]. Defense Visual Information Distribution Service (DVIDS). https://www.dvidshub.net/video/766917/battle-belong


Wunderman Thompson Atlanta. (2020, September 18). The battle to belong begins here with 360-degree campaign for United States Marine Corps. LBB Online. https://www.lbbonline.com/news/the-battle-to-belong-begins-here-with-360-degree-campaign-for-united-states-marine-corps


Coffee or Die Magazine. (2020, September 22). The Marines battle to belong campaign is a fight for purpose in a disconnected world. https://www.coffeeordie.com/marines-battle-to-belong


U.S. Marine Corps, 4th Marine Corps District. (2023, August 30). The pride of belonging. https://www.4thmcd.marines.mil/In-the-News/Stories/Article/Article/3510053/the-pride-of-belonging/



 
 
 

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