Today, 1st September, the Royal Air Force will launch a new national recruitment campaign created by WCRS.
For the first time, the campaign focuses on both full-time regulars and spare-time reserves, the multi-channel campaign will run across TV, radio, social media and online display advertising.
Both the 20 and 30 second spots were shot by Kit Lynch-Robinson and highlight what it takes for the RAF to respond in a humanitarian crisis. The 30 second spot begins with breaking news that the RAF has deployed Fast Jets and Sentinels for intelligence gathering over a crisis zone. We then see the story unfold and are shown that in the RAF, everyone touches the mission, whether as a full-time Regular or spare-time Reservist.
All advertising executions direct to a new website, also created by WCRS, which will act as one recruitment hub for both Regulars and Reserves. It will also host an interactive ‘Mission Experience’, launching later this year, which will give potential recruits the opportunity experience being part of a humanitarian aid mission with the RAF.
Group Captain Catherine Coton, RAF said: “The new RAF recruiting campaign is much more interactive and 21st Century. WCRS has managed to bring RAF to life and made it more attainable to potential candidates. We are delighted with the results.”
Ross Neil, Creative Director, WCRS said: “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 communications strategy and media planning for the campaign was developed by MEC, who won the combined Royal Navy and RAF strategic communications and planning account in March.