Coast Guard Focuses On Its Role in Defense

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Now part of the Department of Homeland Security, the U.S. Coast Guard is bowing a print and TV campaign that aims to position the branch as crucial to the nation’s defense.

The campaign abandons the vocational strategy launched by Cossette Post in 1996 with ads tagged, “Jobs that matter.” That work showed “Coasties” performing their on-ship duties and touted career training.

The new effort, from the same New York agency, is tagged, “The shield of freedom,” and seeks to infuse the Coast Guard, formerly part of the Department of Transportation, with a sense of import and adventure.

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