RALEIGH, N.C. –The U.S. Army Raleigh Recruiting Battalion launched a "Meet Your Army" campaign across its North Carolina footprint, bringing interactive and educational military experiences directly to high school students. The initiative involved a series of unique engagements hosted by the battalion's recruiting companies in Wilmington, Fayetteville, Winston Salem, Charlotte, Greenville, and Raleigh. This approach, which brings soldiers and interactive experiences to high schools, helps to bridge the civilian-military divide and reintroduce the Army to a generation with dwindling personal connections to military service. The commander of the Raleigh Recruiting Battalion, Lt. Col. Vincent Burlazzi, explains his vision of the new approach to his battalion’s recruiting strategy. “We’re taking a more disciplined approach in how we engage our schools—professional, consistent, and deliberate in how we show up. That’s what builds credibility, and credibility is what drives long-term success,” said Burlazzi. Fayetteville Company partnered with Soldiers from nearby Fort Bragg, who conducted demonstrations with various types of military equipment. This allowed students to see and touch the tools used by Soldiers and interact directly with active-duty personnel. In a different approach, the Wilmington Company organized a trip for students to Fort Bragg, giving them an opportunity to experience an Army aviation simulator. This hands-on event provided a virtual glimpse into the life and training of Army aviators. Meanwhile, the Charlotte and Raleigh companies focused on interactive challenges to engage with students. They hosted an Army Fit Challenge, testing students' physical fitness, alongside a "Drunk Driver Dunk" challenge, an event focused on raising awareness about the dangers of impaired driving. Staff Sgt. Michael Doxtader, a recruiter, participated in the Army Fit Challenge at his assigned high school. “The Meet Your Army campaign to me was about spreading awareness to the high school students we work with about what benefits come with joining the US Army --- this event was designed to test the physical ability of high school students and give our recruiting station a chance to engage with our community partners and potential future U.S. Army Soldiers,” stated Doxtader. Faced with what military leaders call the most challenging recruiting environment in 50 years, the Army is moving beyond traditional advertising to create more personal and engaging outreach. “This is a shift away from one-time interactions to sustained, relationship-based engagement. It’s not about showing up once, it’s about being present consistently, building familiarity, and earning trust over time,” said Burlazzi.
Initiatives like the "Meet Your Army" campaign are designed to give young people and their influencers—parents, teachers, and community leaders—a firsthand look at the opportunities and realities of military life. “On a typical day where we visit our high schools, we usually give classroom presentations or set up a table for lunch periods. This Meet Your Army campaign differs from the classroom presentation or lunch table set up, where they (the recruiter) were limited by how much participation we got. The Army Fit challenge allowed us to engage with the entire school’s population, in a setting the students are comfortable with alongside their friends, which ended up increasing the students’ overall performance and motivation,” said Doxtader. This strategy is particularly aimed at Generation Z, a demographic that now makes up the military's target audience. “High schools are our most important terrain. That’s where decisions are shaped—by students, families, and educators. This effort ensures we’re part of that conversation early, in a way that’s transparent and relationship driven,” said Burlazzi. Research shows that about 75% of today's youth have little to no knowledge about the Army, and only 9% have a propensity to serve, the lowest in over a decade. Events such as the Army Fit Challenge, aviation simulator experiences, and equipment demonstrations held by the Raleigh Recruiting Battalion offer a tangible way to counter misconceptions and showcase the variety of roles available, from combat arms to high-tech fields like cyber operations. Burlazzi explains how this new approach has been paying off in the schools. “We’re already seeing stronger engagement in schools where we’ve increased our presence—more conversations, more access, and more students who are open to learning what the Army actually offers.” These events provide a platform to discuss benefits like full college tuition, which many young people are unaware the Army offers. “The Meet Your Army Blitz is about re-establishing a consistent, positive presence in our high schools. We want students to see the Army not as a last-minute option, but as a professional pathway they can understand, trust, and seriously consider,” said Burlazzi. By bringing soldiers into schools and communities, these recruiters are working to humanize the service and demonstrate its value beyond the battlefield. This focus on community engagement is seen as a long-term investment in building relationships and trust, which is crucial for sustaining the all-volunteer force for the future. Army leaders have emphasized that every soldier can be a recruiter, and initiatives like the new Army Recruiting Ribbon and the Soldier Referral Program incentivize service members to share their stories and connect with their communities. “Our recruiters are establishing themselves as known and trusted professionals in their schools. If we do this right, we’re not just influencing short-term results—we’re building a sustainable pathway to service grounded in credibility and relationships,” said Burlazzi. For more information about the Army, visit GoArmy.com or contact your local recruiter.
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