RAF targets full and spare-time recruits with national advertising push

The Royal Air Force is focusing on both full-time regulars and spare-time reserves in a new recruitment campaign spanning TV, radio, social media, online and display advertising.

The national campaign, created by WCRS, sees 20 and 30-second spots directed by Kit Lynch-Robinson highlighting what it takes for the RAF to respond to a humanitarian crisis.

Describing the creative as “much more interactive and 21st century”, RAF group captain, Catherine Coton, remarked: “WCRS has managed to bring the RAF to life and made it more attainable to potential candidates”.

The 30 second advert begins with breaking news that the RAF has deployed Fast Jets and Sentinels for intelligence gathering over a crisis zone, as the story unfolds the creative shows how everyone in the RAF, whether full-time regular or spare-time reservist, touches the mission.

Ross Neil, creative director, WCRS, explained: “This campaign shines a light on the rich world of the RAF and the multitude of roles within it. This work is just the tip of the iceberg of a deeper narrative that flexes the boundaries between traditional media and an interactive piece, which will follow later this year.”

The advertising directs would-be recruits to a new website, designed by WCRS, which acts as a recruitment hub for both regulars and reserves. Later in the year the site will host an interactive ‘Mission Experience’ to give potential recruits the opportunity to experience being part of a humanitarian aid mission with the RAF.

MEC has handles the communications strategy and media planning foe the campaign following winning the combined Royal Navy and RAF strategic communications and planning account back in March.

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