By Roastbrief in Agency, Campaign

The United States Air Force (USAF) launched a new program and mission to become a public champion of women and girls in sports. This multifaceted program will span across media, partnerships, mentorship, influencers, and content.

The inspiration behind the spot is to show that the lessons and skills learned playing sports are the same skills that can lead and are much needed in the military. Featured in the spot include Major Phaelen French – A modern pentathlete part of the World Class Athlete program training for the Olympics, Capt. Jaci Smith – A marathon runner part of the World Class Athlete Program, and volleyball, basketball & tennis players from Stacey High School at Lackland Air Force Base.

• The campaign will span across the U.S. Air Force Recruiting channels including YouTube, Instagram, X, and Facebook, and on TV through ESPN and TNT starting April 1st.
• While the military is made up of both men and women, only 21% of women make up the Air Force, which is 2x the percentage of women in any other branch of the military. The strategy is to bring brand awareness to women across the country and open their eyes to the possibilities of a military career, specifically with athletes.
• The Air Force has a long history of leading the way when it comes to gender equality. From the first female pilots to the first female astronaut to the first female four-star General, they’ve always been a branch where strong, confident women are encouraged to break barriers.
• As part of the program, the Air Force has already partnered with Girls on the Run, Super Girl Surf Pro, Athletes Unlimited, Women’s Sports Foundation, District Won, Team Whistle, ASA, and Pro Pickleball Association.