SAN DIEGO (AP) — The Marine Corps is launching a new recruitment ad campaign meant to draw millennials by showing Marines as not only strong warriors but good citizens.

“Battles Won” is the name of the campaign that includes TV ads and online clips of Marines unloading “Toys for Tots” boxes and real video of a Marine veteran tackling an armed robber.

The Marine Corps shared the campaign with The Associated Press ahead of its official rollout Friday in conjunction with the first weekend of the hugely popular March Madness college basketball games.

The campaign has been in the works for months but comes as the Marine Corps’ image has taken a beating amid an investigation into nude photos of female Marines posted without their consent on a private Facebook page used by Marines.

The Marine Corps is aiming to boost its numbers and recruit more women.

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