RAF

NO ORDINARY JOB

Reimagining recruitment strategy to challenge gender equality

CHALLENGE

The RAF are the first branch of the British military to open every one of their roles to women, but women are half as likely as men to join the RAF.

Our challenge was to encourage women to consider the RAF as a potential career by pushing back against gender stereotypes that might be limiting their aspirations.

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SOLUTION

THIS COULDN’T BE JUST ANOTHER RECRUITMENT CAMPAIGN FOR THE RAF.
IT NEEDED TO TACKLE A BROADER SOCIETAL ISSUE.

THIS COULDN’T BE JUST ANOTHER RECRUITMENT CAMPAIGN FOR THE RAF.
IT NEEDED TO TACKLE A BROADER SOCIETAL ISSUE.

Our idea was to call out the issue overtly by dramatising that the RAF has plenty of room for women but absolutely no room for clichés.

We did this by shooting scenes of real women working in the RAF and juxtaposing them with pieces of audio that were instantly recognisable as clichés still prevalent in advertising today. The stark contrast between the two highlighted the absurdity of the clichés whilst landing a powerful and positive message about the RAF as an employer.

By highlighting the difference between the way women are treated by the RAF and by advertising, we made a powerful statement about the RAF as an employer. But we also raised a critical question to our industry and society: if a bastion of masculinity such as the RAF could fly above gender stereotypes, surely all of us could do the same?

IMPACT

As the winner of Channel 4’s Diversity in Advertising award, we received £1,000,000 in media, increasing the RAF’s budget by about 25% – something unthinkable given the reality of Government spending.

The campaign spiked the national debate around gender equality, featuring in high-profile news shows and mainstream press outlets.

In less than a week, we reached almost 500k people and gathered +210k organic views of the campaign – equating to one view every two seconds since it went live.

INTERESTED
IN PARTNERING
WITH US?
We love a challenge big or small, local or global. So don’t hestiate to reach out.
LAURA
BROWN
078 0122 1917

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