The Marine Corps currently maintains the lowest number of women among all branches of the armed forces, at only 8.3% of total members. To correct the discrepancy, the Corps has set a goal of increasing female membership by almost 20% in the next two years and recently enlisted a creative agency to make its first overt appeal to women candidates. The ad, created by JTW Atlanta, is the first ad for the Marines featuring a woman in the lead role.
The spot, entitled “Battle Up,” is part of a recent “Battles Won” campaign that speaks to the fighting spirit of Marines and focuses on the life of Capt. Erin Demchko, a real Marine. The video dramatizes the physically tough side of Demchko’s life—standing up to bullies in school, playing rugby, enduring Marine Corps training, and fighting in combat.
Predictably, the move by the Marines has been met with criticism that the Corps is succumbing to political correctness and tokenism. On the video’s Facebook page, the Corps responded to allegations of such by commenting via their account:
“The Marine Captain protagonist of the film is not being portrayed as an infantry officer - she's being portrayed as a logistics officer, which she is. She’s portrayed reacting under fire like all Marines are trained to do, which she’s done in real life, in a real firefight. Her story, service and dedication to our country is no less than any of yours because she happens to be a woman.”
While the directive from the Marine Corps was to appeal to women, the ad firm’s Chief Creative Officer, Vann Graves, said that the goal was not to create an ad about women but to create an ad about Marines that would speak to women. “When the Marine Corps asked how we should make an ad to appeal to women, we knew that the way to do this wasn’t to make a female ad, but to make a Marine ad that shows the various battles someone who joins the Marines would fight. It just so happened to feature a female,” he said to Fast Company.
Graves also speaks to the challenges of creating an ad for the Marine Corps as opposed to consumer products. But, at its essence, the ad, like so many others, remains aspirational. Graves says, “Put another way: consumers don’t go to war, citizens do. So we took what the Marine Corps is about and translated their story in a way that we expect will get people to aspire to be the kinds of citizens the Marine Corps needs.”
The Marine Corps female outreach comes in the wake of a recent Facebook-photosharing scandal.
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Grieving couple comforting each other
This response to someone grieving a friend might be the best internet comment ever
When someone is hit with the sudden loss of a friend or loved one, words rarely feel like enough. Yet, more than a decade ago, a wise Redditor named GSnow shared thoughts so profound they still bring comfort to grieving hearts today.
Originally posted around 2011, the now-famous reply was rediscovered when Upvoted, an official Reddit publication, featured it again to remind everyone of its enduring truth. It began as a simple plea for help: “My friend just died. I don't know what to do.”
What followed was a piece of writing that many consider one of the internet’s best comments of all time. It remains shared across social media, grief forums, and personal messages to this day because its honesty and metaphor speak to the raw reality of loss and the slow, irregular path toward healing.
Below is GSnow’s full reply, unchanged, in all its gentle, wave-crashing beauty:
Why this advice still matters
Mental health professionals and grief counselors often describe bereavement in stages or phases, but GSnow’s “wave theory” gives an image more relatable for many. Rather than a linear process, grief surges and retreats—sometimes triggered by a song, a place, or a simple morning cup of coffee.
In recent years, this metaphor has found renewed relevance. Communities on Reddit, TikTok, and grief support groups frequently reshare it to help explain the unpredictable nature of mourning.
Many readers say this analogy helps them feel less alone, giving them permission to ride each wave of grief rather than fight it.
Finding comfort in shared wisdom
Since this comment first surfaced, countless people have posted their own stories underneath it, thanking GSnow and passing the words to others facing fresh heartbreak. It’s proof that sometimes, the internet can feel like a global support group—strangers linked by shared loss and hope.
For those searching for more support today, organizations like The Dougy Center, GriefShare, and local bereavement groups offer compassionate resources. If you or someone you know is struggling with intense grief, please reach out to mental health professionals who can help navigate these deep waters.
When grief comes crashing like the ocean, remember these words—and hang on. There is life between the waves.
This article originally appeared four years ago.