RAAF’s new recruiting campaign – what do you think?

Defence Force Recruiting (DFR) is launching a new national Air Force recruitment campaign which will be broadcast for the first time on Sunday 14 August. The campaign highlights the different ways individuals look to further themselves in life, and how the Air Force is a place to realise their ambitions.

 

 

Director of Military Recruiting, Group Captain Kaarin Kooij said the campaign aims to speak to people who have a desire to succeed.

“We know people who are interested in taking on responsibility, enjoy a challenge and are driven are suited to a career in the Air Force. We want our audience to know they can achieve more in the Air Force,” Group Captain Kooij said.

“The commercial tells the story of four inspiring Air Force members in a manner that will relate to Australians considering a career with the Air Force.

“We want people to know that Air Force offers a number of opportunities and that the power to maximise your potential is in your hands. The campaign demonstrates that you can have a rewarding career and a great lifestyle in the Air Force.

“We are building a diverse workforce to enhance our capability and draw apon a broad range of perspectives and experiences. This will make for a stronger, more capable and innovative Air Force,” Group Captain Kooij said.

Group Captain Kooij thanked the Air Force personnel involved in the campaign, particularly those who shared their stories about Air Force life with the Australian public.

Defence refreshes its campaign materials regularly to help educate and connect with a new wave of potential recruits.

The campaign will be featured across cinema, television programming including the Olympics, AFL and NRL, digital, social media, outdoor advertising.

Defence developed the campaign in conjunction with creative agency Havas Worldwide and production company Good Oil Films.

 

When CONTACT asked “what do you think” in the headline, we were hoping our readers might spot the same thing we spotted, and back up our concern. The RAAF campaign and Navy’s recent campaign look and ‘feel’ very similar to us – probably because they both used the same agency and same film company. CONTACT questions the cleverness (or otherwise) of doing this, given that the two organisations are essentially competing in the same recruitment gene pool.

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Brian Hartigan

Managing Editor Contact Publishing Pty Ltd PO Box 3091 Minnamurra NSW 2533 AUSTRALIA

7 thoughts on “RAAF’s new recruiting campaign – what do you think?

  • 07/11/2016 at 12:38 pm
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    My son is a proud member of the AAFC. His dream is to pilot a Globe Master. He asked me, why don’t the ADF come to schools and tell everyone about all the jobs you can do. This was after his Squadron was visited my an RAAF Officer who provided such information. While my son still wants to Captain Globe Master he was happy to hear of so many other options. Maybe, schools and the ADF could get together and support each other. Again if the un-silent minority and do gooders don’t like it…..they can leave.

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  • 14/08/2016 at 8:28 pm
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    A few chips on shoulders above! I like the ad. You’ve got to work at your dreams to make them come true.

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  • 14/08/2016 at 7:49 am
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    Wow- this one implies you have to work on it to get there.

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  • 13/08/2016 at 10:49 pm
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    Better than the realistic version: “Forget your dreams, you’ll spend your career doing paperwork”.

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  • 13/08/2016 at 8:29 pm
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    This ad sucks ,it can promise the world, then rip it out from under your feet, if you are in the purple circle you may move forward if not !!! Do not even try (the circle is very very small)

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    • 11/09/2017 at 3:54 pm
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      What is the purple circle?? Maybe I have been out to long .

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  • 13/08/2016 at 4:58 pm
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    I like this recruiting AD. It comes across as equal opportunity and that if you aim for your dreams and desires you can reach it. The AD is doesn’t throw the job in your face is shows you can have a family and a job. The AD aimed at female was a waste of money and as a female i find it embarrassing. Well done RAAF.

    Reply

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