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15 Association of the United States Navy MASS COMMUNICATION SPECIALIST 1ST CLASS NATHAN LAIRD A little more than a year ago, while the Navy was well into a two-year plan to change in its recruiting slogan, service leaders were brain- storming with partners at the Young and Rubicam advertising firm. The new slogan had to address significant challenges the Navy was having in regards to reaching a new, younger generation of potential recruits. This pool of teenagers and young adults has little or no knowledge about the Navy's tradition, lifestyle and mission, not to mention the oppor- tunities the sea service would offer them. The slogan would have to address this knowledge gap head-on. « Chief of Naval Operations ADM John Richardson poses for a photo with the team behind the Navy's new tagline, "Forged by the Sea," at a mobile Navy recruiting display at the 2017 Army-Navy football game in Phila- delphia Dec. 9.

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