I’m still trying to figure out why the Army is part of a new Ad Council campaign encouraging kids to stay in school. The site is pretty strange, focusing mostly on trying to get stories from kids out there at risk of dropping out and then showcasing a few who are at risk.

The campaign says it is designed to “create an identity, support and encouragement for those at risk of dropping out.” Create an identity? What the hell does that mean? They are collecting videos, artwork and stories from at risk teens to create an identity? This sounds pretty creepy. I can’t help but think that the Army figures they get better soldiers if they’ve at least made it through high school, so that is their angle here, and that sucks.

The Ad Council has been around since 1942 making PSAs. Shouldn’t they know better than to take on a client like the Army? I understand we need an army and recruits and all that, but this feels wrong. Almost as creepy as that official U.S. Army game from a couple years ago.