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’.

Defence Force women

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


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