Afghanistan National Army: Posters
Objective:
To create a 360 campaign which supports Afghan National Army via Posters, Billboards, Handbills.
Strategic Objectives:
• Drive awareness, interest, confidence and support for the Afghan security forces and alter any negative perceptions
• Create positive Imagery for ANA, clearly measurable pre and post campaign
• Connect Afghan teenage males and young men to traits within ANSF of honour, strength of mind and body, of heroism in defence of the weaker.
• To make people feel good about their Army, their Security Forces and over time their country and themselves.
Guardians of Afghanistan
This campaign was a series of posters commissioned by the Afghanistan National Army. The ad campaign has three themes, each backed by radio, TV, print and billboards. The first, called “Guardians,” is intended to improve the image of the Afghan army by forging an almost romantic connection with the country’s long folkloric tradition of warriors who protect their people. It creates an emotional and iconic imagery that’s easy to understand, in almost a movie poster format. The warrior concept was researched and found appealing to young Afghan males. In a country ravaged by war, with a certain air of cynicism, they can have a sense of pride and hope.
The Future of Afghanistan
The second theme is governance, illustrated with images of hands holding objects,
from bricks to ballots, to help rebuild Afghanistan with the tagline,
“The future of Afghanistan is in your hands.”
A New Afghan. A New Afghanistan.
The third and final part, which involved a widespread casting call for cute babies, is “New
Afghan, New Afghanistan.”
Afghan, New Afghanistan.”
