“Be the Man” Registration Awareness Campaign Receives Highest Ranked Award

The Selective Service System was recently recognized among more than 2,500 entries for its ‘Be the Man’ Public Service Announcement (PSA) Awareness Campaign to inform men 18 through 25 about the registration requirement. The agency received a Platinum Award in the Video Production PSA campaign category from AVA Digital Awards. Platinum is the highest ranked award. The Agency’s four new PSAs were designed to reach out to the nation’s young men and their influencers, informing them of the crucial role Selective Service registration plays in their future and the future of our nation.

In combination with outreach to national organizations, high schools, and community groups, the campaign series aired to an estimated audience of over 143 million viewers and listeners via TV and radio broadcast. The series was also published on the Selective Service System’s YouTube channel, generating more than 70,000 views.

Selective Service contracted with Reingold, Inc., of Alexandria, VA, to produce the PSAs, directed by Christopher G. Cowen. The campaign was conceptualized by Selective Service former Chief of Staff, Wadi Yakhour. “Wadi’s creativity and strategic leadership of the agency’s PSA campaign increased awareness of the registration requirement among young men and their influencers,” former SSS Director Donald M. Benton said. “He is highly deserving of the recognition demonstrated by the AVA Platinum Award.”

The four PSAs are Barbershop, Stronger America, Uncle Sam and, Uncle Sam (Spanish). The three diverse young characters celebrate their 18th birthdays by registering with the Selective Service, marking the first step on their journeys into manhood. The mission behind the campaign is to inform young men of the requirement to register with the Selective Service System by law. Additionally, the Selective Service aims to increase awareness of the link between registration and important federal and state benefits. Benefits include gaining U.S. citizenship, admission to federal job training programs, state school enrollment, and federal grants, loans, and scholarships. Specific information on registration benefits based on state or U.S. Territory is available here.

AVA Digital Awards competition recognizes outstanding work in the concept, development, and production of digital media communication. It is sponsored and judged by the Association of Marketing and Communication Professionals (AMCP). The international organization consists of several thousand marketing, communication, advertising, and public relations professionals. Judges are industry professionals who look for companies and individuals whose talent exceeds a high standard of excellence and whose work serves as a benchmark for the industry.