Defence has launched its latest campaign, ‘The ADF Surprised Us’ which speaks to the families of people joining the Australian Defence Force (ADF), rather than potential recruits themselves.

‘The ADF Surprised Us’ aims to attract the best talent from the widest possible talent pool. The integrated campaign features a content series telling the stories of 8 diverse families. It features the worries and fears these families had before their loved ones joined and how their misconceptions were overcome once they learned what life is really like in the ADF.

Grant O’Donnell, tri-service marketing manager at Defence Force Recruiting said, “Our research shows that one of the biggest barriers for people joining the ADF is concerns their families have.”

“The ADF members who feature in the campaign all attribute their success to their families. Their families encouraged them to follow their dreams and helped to make them the people who they are today.”

“They share the leap of faith it took to join the ADF; faith in themselves and their own capabilities, and a willingness to take a chance on the ADF,” O’Donnell said.

“They describe the ADF as a welcoming, supportive community that is like a family. And, their families acknowledge them as role models; people to look up to and be proud of; people who have set a precedent for others to aspire to,” he said.

“Their message for Australians from culturally and linguistically Diverse backgrounds is that the ADF offers a promising future.”

Seamus Higgins, joint-Executive Creative Director at Havas Sydney said, “These stories bring to life the hopes families have for their loved ones in the ADF as well as the shared pride and joy in their successes. It was great to meet families from such different backgrounds who so warmly invited us into their homes and lives to tell their stories.”

‘The ADF Surprised Us’ represents broader efforts by the ADF to engage families across a wide range of cultures, backgrounds and beliefs that make up modern Australia. The first phase of the campaign aims to connect with seven cultural groups including Chinese, Indian, Middle Eastern, Vietnamese, Malaysian, Indigenous Australians, and Caucasians.

The campaign will roll out nationally across print and radio as well as digital and social channels with language translations for each cultural group.

Credits:

Client: Defence Force Recruiting

General Marketing Manager:  Pat Duffy

National Marketing Manager: Fiona Boughton

Marketing Operations Manager: Andrew Edmunds

Tri-Service Marketing Manager: Grant O’Donnell

Tri-Service Senior Marketing Officer: Allanah Stewart

Creative Agency: Havas Sydney

ECD: Seamus Higgins and Stuart Turner

Art Director: Helen King

Copywriter: Alex Bolderoff

Managing Director: Dan Smith

Account Director: Amy Kawaguchi

Senior Account Manager: Amelia Bryant

Planning Director: Phil Johnston

Head of Broadcast: Monique Pardavi

Print Team Lead: Thea Clausen

Design: Darren Cole, Serlina Wong

Social: Mark McKissock

UX: Adam Shutler

Digital Producer: Angelica Scott

Production Credits: Rabbit

Director: Ant McPhail

Producer: Marcus Butler

Editing: The Editors

Sound: Song Zu, Myles Lowe

Photography: The Kitchen Creative, Nick Bowers