RAF - RAF 100.

A nationwide centenary celebration to inspire a new generation of talent.

Combating threats. Preventing conflict. Delivering aid.

For over a century the RAF has worked relentlessly to keep Britain safe. Our challenge was to use the RAF’s 100th year to celebrate its connection with the British people, demonstrate its future role and inspire the next generation.

A series of fantastic events

We created a massive nationwide celebration marking the RAF’s centenary. From social and PR to direct and digital, we engaged audiences through a series of 338 events.

We organised the biggest flyover in UK history, created an RAF e-sports team to compete against professional gamers on the main stage of the UK’s largest gaming festival and sent serving personnel from hard to reach communities back to their old schools to talk about the RAF.

The National Aircraft Tour was enhanced by the addition of family days and child-friendly STEM zones while we worked with high profile vloggers to create new and exciting content that showcased what a career in the RAF could provide.

The shift in pride for RAF

Through it all we handled communications for the entire celebration. There was a significant shift in sentiment amongst our hard to reach audiences both in their levels of pride in the RAF and their belief that it offered a rewarding career. By tapping into a feeling of British pride, we were able to create an infectious spirit of celebration that spread across the entire country.

People who watched the flyover

65k

Viewed our social content

7m

increase in visitors to the recruitment website

60
%