Archive - December 5, 2009

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Whatever Happened To The Toughest Job You'll Ever Love?

Whatever Happened To The Toughest Job You'll Ever Love?

Every new Peace Corps administration tries to reinvent the agency with a new tag line. Remember,  the ’70s line that went “Not Your Father’s Peace Corps?” And most recently the Peace Corps is saying: “Life is Calling? How far will you go?” In the first years of the agency there were no need for a selling line for the Peace Corps, but there was certainly a need to tell people what the agency was. Warren Wiggins, in an interview I did with him in January 1997, credits Bill Moyers for getting the word out to the world. Moyers had come to the agency as the Associate Director for Public Affairs early in 1961. “His (Moyers) role in the creation of the public service advertising campaign for the Peace Corps created a nationwide citizen constituency,” Wiggins told me. “These achievements were of unparalleled importance. Moyers got Young and Rubican to create ads. Moyers . . .

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