The ADF celebrates multiculturalism in recruitment content series

The Australian Defence Force has launched a campaign which focuses on the families of those in the armed forces and celebrates its multiculturalism.

‘The ADF Surprised Us’ campaign, created by Havas, features eight individuals from different backgrounds and religions.

Each of the eight videos focus on the misconceptions and fears family members had before their loved ones joined the ADF.

An engineer, administration assistant, aerospace engineer, engineer, personal capability officer and cultural adviser are included in the content series.

The campaign aims to attract talent from a diverse range of backgrounds to accurately represent modern Australia.

Grant O’Donnell, tri-service marketing manager at Defence Force Recruiting, said in a statement: “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.

“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,” O’Donnell said.

Seamus Higgins, joint ECD at Havas, said: “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.”


  • 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
  • Creative Agency: Havas Sydney
  • ECD: Seamus Higgins and 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

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