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.
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
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