Making diversity a strategic imperative.
Having overfished in a shrinking talent pool, we needed to grow that pool larger and show how the RAF is a career choice regardless of ethnicity or gender.
So while diversity is a cultural tick box for many brands, for the RAF, it’s a strategic imperative and our strategy has been to show how the RAF can help you FIND YOUR FORCE, whoever you are.
Pushing back on stereotypes.
By consistently and effortlessly highlighting diversity, we have combined a new image of the RAF with its ability to unlock potential in young people. We’ve pushed back on damaging stereotypes and showcased the world of possibility the RAF offer.
Often using cutting-edge technology to help people self identify themselves, or unlock a hidden talent they didn’t know they had, we’ve inspired a new generation of talent to believe they have got what it takes to help keep the world safe.
Managing the full spectrum of the RAF’s entire communications journey, we combine large-scale TV advertising with targeted digital comms, use earned media alongside data-optimized content, to get the right recruits for the right roles.