To drive recruitment, the Army had to connect with millennials i.e. potential recruits. So, MediaCom carried out extensive research into what would work – heavily inﬂuencing the Army’s 2019 ‘This is Belonging’ campaign. Creative upended millennial stereotypes, assuring ‘snowﬂakes’ the Army needed their unique skillsets. Result? The campaign launch month delivered the most monthly applications seen in ﬁve years.