Seeking Spouses for a Life Less Ordinary
Author’s note: This post is dedicated to all the Army spouses who hesitate when someone asks the loaded, complicated question, “And what do you do?”
Those four little words can have a big impact on our psyche. It even prompted an Army wife in Great Britain to create an exhibit, “Not Just a Wife,” filled with creative art and testimonies from army spouses married to British service members.
“Not just a wife.” Four more impactful words loaded with untapped emotion, frustration, and pride.
It triggered a thought wave for me about recruitment slogans and which ones (if any) would be effective in recruiting spouses to marry into the Army. Bear with me, I was alone in my car with nothing but my thoughts for about four days and I became obssessed rather quickly.
The Army has used many infamous slogans over the years, and while effective for bringing soldiers to the patriotic fold of flag and service, I began to wonder… would those same slogans be effective to entice ordinary citizens to become spouses to a service member? Or would we need to create our own slogans to attract people to this nomadic, nefarious lifestyle?
Would we need something more than “Not just a Spouse” to achieve our recruitment quotas? Let’s take a look at a few of the Army’s past slogans:
1. “I Want YOU for US Army.”
Remember the iconic picture with Uncle Sam pointing a finger at the poster viewer? It seems a little aggressive for today’s potential Army spouses, but it does make one feel special, as if only you can handle this challenging lifestyle. I think it could attract those who like to feel selected and singled out!
2. “Today’s Army Wants to Join You.”
Rumor has it that a few famous generals were not happy when this slogan came out in the late 1970’s as we transitioned back to an all-volunteer Army, but this might appeal to civilians of today. It is less conformist and hints that the Army would like to be a part of your marriage (kind of like a silent partner with money).
3. “Be All You Can Be.”
This was the Army recruiting slogan for more than 20 years. I feel that this slogan is an effective open-ended challenge. It could encourage potential spouse recruits that not only could they become a hardcore Army spouse, but that other things are also possible in an Army marriage—perhaps even a career of your own. I think this slogan may be popular with the younger, crossfit generation, and it could reach an older, more seasoned person looking to find their second act as an Army spouse.
4. “Army of One.”
This slogan had a short shelf-life. It contradicts the image of teamwork most spouse recruits might be looking for in a marriage. Although, to be fair, it often feels like we are an Army of one through moves, TDYS, and deployments, but it may not be a good recruiting tool.
5. “Army Strong.”
This one might fit best, and our country (and the internet) seem to like this phrase. The word “strong” placed after a group is always a sure-fire winner at first but has a tendency to lose steam after a while. Even Rosie’s infamous bicep must have been heavy at times!
6. “What’s Your Warrior?”
The current Army recruiting slogan and probably the most fitting for a diverse and inclusive recruitment campaign. There are many occupational specialties in the Army from grunts to cyber geeks, so it would make sense that if we want to recruit the same variety in our spouse cadre, it is helpful if everyone can define their own Warrior Spouse label.
After reading over the slogans the Army has used for the past 100 years, I realized that, while those might work for those who wear the uniform, it might need another perspective to entice the spouses. Something quirky and fun, yet appealing to those who are serious about love and commitment. Is there such a balance?
1. “Be the flame, not the moth.”
Giacomo Casanova, an Italian writer (and infamous womanizer), might have been on to something here. Now, this one has merit for me. We are often asked to “keep the home fires burning.” There is nothing sexy or glamorous about holding down the fort while someone else runs off to conquer the world, but it does embody sacrifice and love. When you are the keeper of the fire, you don’t do things that will cause the fire to go out. You tend to the fire and its hungry needs every day. The moth finds its way back to you. Back to the beautiful light you provide.
2. “I’m Anything but Ordinary” (Lyrics by Train)
This powerful song embodies the strength and self-possession needed to be in the Army spouse cadre. There will be times when you can’t pursue your career, when you can’t do what you want or live where you want. You will feel like you are swimming in a sea of someone else’s choices. You have to know that while it seems you might be drowning in the deep waters of no control, this life, your marriage, and the world you create will not be ordinary!
3. “Vodka and a hammer! I need vodka and a hammer!” (Pamela Moran, from the TV show, Army Wives)
I think this might be my winner in a recruitment video. Although she did say this while in labor on a barroom pool table, I feel that Army spouses can do a lot with just vodka and a hammer. The tools of a long, solo deployment. I personally know a few Army wives in Germany that made a miracle happen in a stairwell with a too large bedframe, a power saw, and a six pack of beer.
But that is a story for another day…
I don’t want this to end here. I want to know what your suggestions are for the best Army Spouse Recruitment Slogan! After all, we are definitely not on this journey alone.
Feel free to email them below or leave your suggestions in the comments.
