Defence Force Recruiting launched a new national Navy recruitment campaign on 17 July 2016. The television commercial, titled ‘What Will You Bring?’ aims to help people to see how they could fit within the Navy.
Research has shown that people perceive a career in the Navy is isolated and restrictive. Director General Defence Force Recruiting, Commodore Tony Partridge, said these misperceptions are the result of a lack of understanding of what life is actually like in the Navy.
“The new campaign aims to widen Navy’s appeal and to position Navy life and jobs as a relatable and attainable career option,” he said.
We know that everyone has particular interests, skills and passions. Through a combination of civilian and Navy scenes the commercial illustrates how Australians can bring their skills and traits to the Navy and, in turn, how the Navy team can build on these while enabling people to pursue their interests and reach their potential.
“We want people, from a range of backgrounds, skill levels and interest areas to know that there is a range of opportunities on offer in the Navy."
“That they can find a worthwhile, rewarding and meaningful career in the Navy and achieve more than they thought possible."
“And importantly, to reinforce that Navy work and life is grounded in teamwork,” Commodore Partridge said.
Commodore Partridge praised the Navy personnel involved in the campaign for playing an important role in ensuring that the Australian community has a better understanding of what life is actually like in the Navy.
The campaign showcases the variety of Navy careers on offer and provides the audience with a sense of purpose, enabling them to see personally how they could fit within the Navy team.
It will initially run in market for four weeks and will feature across cinema, and television programming including AFL, NRL, and Olympic broadcasts, digital, social media and outdoor advertising.
Defence developed the campaign with creative agency Havas Worldwide and the film crew Good Oil. The film shoot for the commercial took place in Sydney and Jervis Bay during late November 2015, with scenes captured at HMAS Creswell and on board HMAS Canberra during the Fleet Concentration Period.
Defence refreshes its campaign materials regularly to address the continual need to educate and connect with a new wave of potential candidates as they move into Defence Force Recruiting’s primary target audience.