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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