Back in 2000, the Brits did a series of ads showing their soldiers serving in Bosnia and Kosovo. It showed an infantry officer, a medic corporal, and a transport sgt. These ads were run at the beginning of most movies around that time and were really powerful in their delivery of the message. There was a 45 second intro, where you were introduced to the individual and their job was laid out, then it followed them on a day that started out typically. Then something happened, The Sgt encountered a mine on a proven road (a loaded troop transport truck hit one), the Capt had a section come under fire from a hidden enemy in a cleared building, and the medic had to deal with a guy shot in the neck by a sniper.Just as the stuff hit the fan for these people, a multiple choice question popped up and the scene was frozen for 5 seconds. Just long enough to be read. Then it would change to a Coke commercial, and when the DoD commercial came back, it ran the audience through the 4 or 5 possibilities presented, choices that the audience would have made were explored, these resolutions only lasted 10-15 seconds, but they were graphic and brutal. It was filmed like any normal documentary that you would expect to see on the Discovery channel, but quickly turned into Private Ryan style film making, when the sgts convoy was stopped by the mine strike. I don't remeber how the Capt and the Medic got out of their jams, but the choices for the Sgt were to call in a helicopter to pick up the wounded, send guys in to get the wounded out, make a bridge out of winch cable, run another vehicle out to get them, or wait for the engineers and a company of infantry to show up to protect them while rescuing them. The helicopter got shot to pieces and had to fly off, the section that ran out got sniped at, tying into the medic story, the winch cable wasn't long enough and couldn't be thrown, the vehicle set off another mine. I know it is a long post, but these adds were to show people the struggles and hard ship that their soldiers faced everyday, to put a human face on the "military", and demonstrate the consequences of snap decisions. The catch phrase was simple, asking the audience what they would do, and then letting them know what happened. People in the theatres really cheered for these, because they were actually exciting to watch and had a human side as well, also they served beer in the theatre in New Castle. not like the one we had a few years ago about the lady jumping from the Herc and then being the crew commander in a tank.
My point is that people are interested in interesting things. Something they can relate to a little bit. making stuff interactive is a great way, but like others have said, it is best to remind the public that these are warriors, not international police, or Chretien's "Boy Scouts"