The U.S. Army is turning back the clock.
The U.S. Army is turning back the clock—reviving a decades-old slogan in the hopes that it can help turn around a pesky recruiting crisis that’s reached a fever pitch in recent years.
The phrase, “Be All You Can Be,” was retired in 2001 after 20 years as the Army’s official slogan. “We want a new generation of Americans to see the Army as a pathway to the lives and careers they want to achieve,” Secretary of the Army Christine Wormuth said in a statement. An ad campaign using the slogan will debut at this year’s NCAA March Madness basketball tournament.
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