New U.S. Army National Guard campaign spotlights extraordinary impact of part-time service

"Uncommon is Calling" reveals meaningful opportunities for prospective Soldiers to serve their communities

WASHINGTON, March 17, 2025 /PRNewswire/ -- The U.S. Army announced a new marketing campaign exclusively focused on opportunities in the Army National Guard. "Uncommon is Calling" challenges young people to reimagine the potential of part-time service by comparing Soldiers' everyday lives to the uncommon experiences they gain as part of the Army National Guard.

With a presence in 54 states and territories, the Army National Guard is a unique component of the U.S. Army where Soldiers support communities in their home state by responding to domestic emergencies and at the federal level as standby support for Active Duty Soldiers. Army National Guard Soldiers have the flexibility to serve part-time across medical, aviation, law enforcement, transportation, and engineering fields and beyond, while also pursuing their personal and professional goals through a civilian career or higher education.

"Many young people are unaware that they can serve in the Army part-time," says Brig. Gen. Antoinette Gant, Chief of Army Enterprise Marketing. "To bridge this gap, 'Uncommon is Calling' offers youth a new perspective on Army service by presenting the experiences, flexibility, and local impact that can only be achieved as part of the Army National Guard."

The campaign delivers five films featuring real Soldiers in emergency scenarios based on the missions that the Army National Guard completes every year. Each one provides an up-close and personal view of Soldiers as uncommon experiences unfold through their eyes:

    --  "Uncommon Is Calling" is the headlining film with scenes from each of
        the mission-specific videos -- "Turn on the Lights," "Search and
        Rescue," and "Above the Flood" -- highlighting the range of skill sets
        and opportunities for extraordinary experiences in the Army National
        Guard against the backdrop of everyday civilian jobs.
    --  "Turn on the Lights" shows a group of Soldiers working together to
        survey damage and restore power to a town following a large disaster.
    --  "Search and Rescue" captures a team of Soldiers flying in a Black Hawk
        helicopter looking for and rescuing a group of lost hikers over a
        mountainside.
    --  "Above the Flood" follows a Soldier navigating a large vehicle through
        deep flood waters, then pulling up to a community shelter to distribute
        aid to stranded civilians.
    --  "Combat Ready" spotlights Soldiers stepping up from community protectors
        to national defenders, facing high-stakes rescues, disaster relief, and
        combat missions overseas.

Influenced by youth brands and street posters, the films' black-and-white visuals and distinct typography aim to appeal to this new generation of prospective Soldiers and showcase how the Army National Guard is distinct from other paths to military service.

"The campaign represents just a few of the many ways Army National Guard Soldiers make an impact in their communities," says Gant. "By showing the variety of capabilities and extraordinary blend of skills National Guard Soldiers can gain through service, we are inspiring the next generation of Soldiers who seek exciting challenges, opportunities for growth, and a deep sense of purpose."

"Uncommon is Calling" will reach audiences across a variety of channels and distribution methods, including streaming platforms like MAX, CBS, and ESPN, and digital platforms like YouTube, Meta, Reddit, LinkedIn, and NationalGuard.com, with an emphasis on local and state-specific extensions to meet prospective Soldiers where they are.

For more information on "Uncommon is Calling" and the opportunities to serve in the Army National Guard visit NationalGuard.com.

About the Army Enterprise Marketing Office: AEMO is the U.S. Army's national marketing, marketing research and analysis, and accessions analysis organization. AEMO develops innovative and effective ways to connect with the American public to make the Army more accessible and understood, increase awareness of both the benefits and value of Army service, and motivate the most qualified candidates to choose the Army as their service of first choice.

View original content to download multimedia:https://www.prnewswire.com/news-releases/new-us-army-national-guard-campaign-spotlights-extraordinary-impact-of-part-time-service-302402140.html

SOURCE U.S. Army