Defence Force Recruiting tells women ‘Do what you love’ in first major Havas Worldwide work
Defence Force Recruiting has unveiled its first major campaign from creative agency Havas Worldwide Sydney which aims to attract more women to the the armed forces.
Havas won the account, one of the biggest in Australia, from GPY&R Melbourne in December 2013 and has been involved in a number of smaller projects for the DFR since transitioning the account in the middle of 2014.
The ‘Do What You Love’ campaign overlays quotes about the aspirations of various Australian women with images of female members of the Defence Force on duty ending with the tagline ‘Do what you love’.
The TV campaign is supported with a dedicated website which hosts allows users to select three “loves” and then highlights roles a woman could explore those passions in. It was launched yesterday in Darwin by the chief of Navy Vice Admiral Tim Barrett.
“Women currently make up 18 per cent of the Australian Defence Force and it is well understood that this is not a fair representation of the gender balance in today’s working society,” he said in a statement.
“Our aim is to create a more inclusive work environment and to position Defence as an employer of choice for women and men alike.The women featured in the campaign offer an honest and candid view of life in the ADF.”
“I think it will be an inspiring conversation for those women considering a career in the Australian Defence Force,” said Barrett.
Alex Carr, Managing Director, Havas Worldwide Sydney, comments, “We look forward to helping the ADF increase the number of female recruits through this digitally-led campaign. The launch of the new website offers Australian women a different way to search for jobs in the various armed services, so we’re keen to see how this influences applicants.”
Credits: Client Services Director: Dan Smith
Senior Account Director: Alex Ball
Senior Account Manager: Carly Pelham
Planning Director: Eryl Thomas
Strategic Planner: Peter Pippen
Digital Strategy Director: Craig Page
Creative Directors: Stuart Turner, Seamus Higgins
Digital Design Director: Adam Shutler
Copywriter: Louise Evans
Art Director: Jessica Evans
Broadcast Producer: Melissa Petryszyn
Digital Producer: Peter Segerer
Print Producer: Adam Taverniti
Production Company: Mr. Smith
Director: Craig Maclean
Stills Photography: The Kitchen Creative
Photographer: Nick Bowers
as an art director/designer it looks like the only ‘creative’ jobs on offer are Chef, Musician or engineer, which is hardly surprising. I guess the copywriters can always enlist and write propaganda… 😉
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Yawn!!
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Seek launch. Do something you really love.
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Seems like a collage of stock footage with a ‘feminine’ font. Lame attempt of Defence trying to be real.
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What if I don’t want to bomb innocent civilians?
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No-one is innocent.
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@AA..
This site is about media, not your lame leftist ideals and FYI not every person in the military is in a combat role (particularly women).
[Edited under Mumbrella’s comment moderation policy]
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I couldn’t finish watching.
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@AA then don’t join, do a thinking course instead.
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Wow…. @jarhead – are you suggesting he isn’t allowed that view or to express it because you say so? Very adventurous position to adopt.
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@AD…. I’m suggesting this isn’t the forum for it.
I.e – Go complain about Tony Abbott & foreign policy on the tail end of a news or fairfax article. In the context of this website, stick with your thoughts on the creative, messaging, etc.
Is that adventurous enough for you?
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And they say this industry doesn’t have a sense of humour!
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@AD – Thanks for the support, but not a ‘he’
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Poor GPY&R.
Of the many terrible aspects, the choice of track is perhaps the worst.
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I did their quiz. They told me to get in the kitchen (Navy chef.) Bad move, defence force, bad move.
That, and Lorna Jane called, she’d like her crappy motivational slogans back for her t-shirts.
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@Jarhead, if you’ve spent any time in the military you’d know even people in the non-combatant roles are trained to kill, specifically kitchen staff, musicians and medics.
Everyone has to do basic training, regardless of their role. Except maybe marketing, because this ad is a piece of crap.
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@Oh please….
Thanks for the ‘education’… I’m an ex ADF member (4 years – INF).
I appreciate everyone has to complete basic training but a few months at Kapooka does not make you a ‘trained killer’ **rolls eyes** and not every female enlisting is going to ‘drop bombs on innocent civilians’ – anyone who believes this is clearly uninformed.
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i just want to know whats the song called and who sings it
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Yes me too I really want to save the song but I can’t find it online.
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Me too! What is this song! Who sings it?
“Under the stars, we sleep at night
dreaming of our hearts taking flight”
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did some digging its an original composition by phebe starr
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Where can I find it on youtube and what’s it called?
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Do you know what it’s called??
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