The Royal Air Force (RAF) has launched its largest-ever recruitment campaign for its volunteer Reserves, representing its biggest media spend, centred around innovative geo-targeting.
Developed in partnership with creative agency House 337, the work marks a significant media milestone for the military branch as it looks to reach new audiences and encourage 18-45 year-olds to consider part-time service.
Drawing on insight that as people progress into adulthood, their sense of identity becomes narrower and more defined by their social and professional roles, ‘Reserves – Find Something More’ aims to help the UK public enhance their day-to-day lives and “break out” from their set identities.
“We’re proud to launch this campaign, which highlights the unique opportunity of being part of the RAF Reserves,” said Tracey Broome, RAF recruiting and selection wing commander.
“It’s a chance to give back, learn new skills, and be part of something greater, all while maintaining your current lifestyle.”
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Centred around a film directed by Charlie Watts through Rogue Films, the campaign tailors its messaging to distinct audience groups, encouraging younger cohorts (18-29) to develop new skills, and older ones (30-45) to embrace opportunities for self-discovery and challenge.
Running across broadcaster video-on-demand, online video, social media, radio, and out-of-home, media planning was handled by Wavemaker and media buying by OMD.
House 337 CEO, Josh Green added: “This work pushes boundaries for the RAF Reserves. It’s a combination of searing audience insight, innovative targeting and powerful storytelling. We’re proud to continue highlighting the incredible opportunities to join the RAF Reserves.”
