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Home : News : News
NEWS | Feb. 25, 2008

Air Force introduces new advertising campaign, slogan

By Staff Sgt. J.G. Buzanowski Secretary of the Air Force Public Affairs

The Air Force has a new advertising campaign to recruit the next generation of Airmen as well as better inform people about the Air Force mission:

"Above All."

"The new slogan is admittedly a bold one," said Col. Michael Caldwell, deputy director of Air Force public affairs, "but so are Airmen." This campaign accurately portrays Airmen and how they're executing the Air Force mission to ensure the security and safety of America now and in the future.

"'Above All' is about what we do and how we do it," Colonel Caldwell said. "The job of the Air Force is to defend America and we do that by dominating air, space and cyberspace. The new campaign and slogan captures our roots, but also illustrates where we're going as a service as the Air Force prepares to contend with future threats."

The purpose of the campaign is to create a dialogue with potential recruits, their parents and those most likely to influence young people to join the military about the critical role the Air Force plays in defending America's future, said Colonel Caldwell.

The "Above All" campaign kicks off this month and will be prominent on television, in print and, of course, in cyberspace. In addition to being shown at several sporting events, "Above All" ads will be seen in magazines and during commercial breaks on many top-rated commercial and television news and entertainment programs, Colonel Caldwell said.

The campaign will feature real Airmen performing their missions, like Staff Sgt. Lee Jones from Barksdale Air Force Base, La. He's featured prominently in the campaign as a warrior on the front lines of the Air Force's newest warfighting domain, cyberspace.

"I'm excited to be a part of this and to represent the Air Force this way," said Sergeant Jones, a computer systems operator and cyberwarrior. "'Above All' is a great slogan because it says how we shine in what we do to defend our nation and accomplish our mission."

The Above All slogan was chosen over several other phrases as the best description of the Air Force mission, Colonel Caldwell said.

"From all the research we did about how people feel about the Air Force - including civilians, Airmen and representatives from other services - this was the phrase that stood out the most," said Colonel Caldwell. "This campaign captures the professionalism of our Airmen, our technological edge and our ability to meet today's threats while at the same time prepare for future challenges.

"When anyone in our Air Force family sees an 'Above All' ad, we hope it reminds them that their role is important to America," Colonel Caldwell said. "This campaign makes it clear the Air Force's mission 'Above All' is national defense and protecting the American people."