The Marine Corps on Wednesday began an advertising campaign targeted toward encouraging

The Marine Corps on Wednesday began an advertising campaign targeted toward encouraging enlistment by Asian Americans and Pacific Islanders, two groups that make up only a tiny percentage of the Corps.

The campaign, entitled “A Warrior’s Education,” features videos on the Marines’ Facebook page in which 1st Lt. David Pham and 1st Lt. David Oliver David extol the virtues and challenges of being a Marine officer, and link Marine discipline to the values they learned from their families.

Pham, 25, who spent some of his youth in Westminster, attended Georgia Tech and is now a combat veteran of Afghanistan, talks of his mother, a refugee from Vietnam.

“Growing up, I’d say my role model was my mother,” he says. “You always respect your mother, you do the right thing. When you get to the Marine Corps, it’s more a pride you wear.”

From focus groups, Marine leadership learned that family honor and the concept of self-betterment through education are key values among Asian Americans and Pacific Islanders, according to Lt. Col. Raphael Hernandez, assistant chief of staff, advertising, for the Marine Corps Recruiting Command.

“They’re strivers, they seek opportunity,” Hernandez said of the two groups being targeted. “We want the influencers to know — the mothers and fathers — that their daughter or son can find success in the Marine Corps.”

Asian Americans account for 2.41% of the Marine Corps, Hawaiians and other Pacific Islanders, .65%. These percentages compare with 68.86% Anglo, 10.13% African American and 13.46% Latino.

“It’s a good market to get into, it’s quality folks,” said Lt. Col. Jeff Smitherman, national director of operations at the recruiting command.

via www.latimes.com