The Australian Defence Force (ADF) has launched a new recruiting campaign to encourage women to consider the career opportunities available to them in the ADF, in collaboration with Havas Worldwide Sydney.
The campaign aims to address the current gender imbalance existing in the Australian Defence Force, which sees only 18 per cent of its personnel made up of women. In order to create a more inclusive work environment, the ADF wanted to position the Services as an attractive and attainable career option for men and women alike.
Featuring women actively serving in the Royal Australian Navy, Australian Army and Royal Australian Air Force at different stages in their lives and careers, the campaign highlights what each individual loves about their work. It provides insights into the rewards a military career has to offer, with Service women asking other Australian females the question – ‘if they could do what they love, what would it be?’
The Chief of Navy, Vice Admiral Tim Barrett, AO, CSC, RAN, said, “The women featured in the campaign offer an honest and candid view of life in the ADF. I think it will be an inspiring conversation for those women considering a career in the Australian Defence Force.”
Created by Havas Worldwide Sydney, the integrated campaign runs across online, print and TV channels.
Alex Carr, managing director, Havas Worldwide Sydney, comments, “We look forward to helping the ADF increase the number of female recruits through this digitally-led campaign. The launch of the new website offers Australian women a different way to search for jobs in the various armed services, so we’re keen to see how this influences applicants.”
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