What if your son or daughter joined the Australian Defence Force (ADF)? Havas’ content series, The ADF Surprised Us, explores this question through the stories of the families of people who have done so.
It allows the ADF to broach – and dispel – worries in the way of its aim of attract the best talent from the widest possible talent pool. The campaign also helps the ADF 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 – Chinese, Indian, Middle Eastern, Vietnamese, Malaysian, Indigenous Australians and Caucasians.
The campaign tells the stories of eight diverse families, exploring the concerns that 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 explained, “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.”
The overall message that Havas communicates is that the ADF offers a promising future for the any Australian whatever his or her background.
Seamus Higgins, joint-executive creative director at Havas Sydney commented, “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 campaign is running nationally across print and radio as well as digital and social channels with language translations for each cultural group.
Credits:
Creative Agency: Havas Sydney
Executive creative directors: Seamus Higgins & 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
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
Watch the other four stories:
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