Government campaign gives ‘warts and all’ account of army life
The government has launched an online campaign, “Under a Rising Sun”, aimed at correcting some of the myths about the military and assisting the recruiting effort.
The campaign, created by Visual Jazz, gives an up-close and personal look into the lives and backgrounds of five serving army personnel and their families who share their stories on a new section on the Defence Jobs website. The videos also feature on its new YouTube channel.
Deputy Chief of Army Major General Paul Symon, said: “Bringing a deeper understanding of the journey our people take throughout their careers through video and imagery is a vital element of the campaign. This campaign showcases five people who serve in the army today and reveals their stories – warts and all.”
With research indicating that approximately one in four of all candidates decide to join the services because they know someone already serving, the campaign aims to also build the emotional attachment the wider public have with the Australian army.
The campaign will consist of an initial four-week TV campaign which was also created by Visual Jazz.
Interpublic Group’s Reprise Media and Universal McCann are handling the search and online promotion of the content.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
Linkedin
Looks great, although the concept of showing more video to entice signups is a bit mid 2000’s for me. I would like to know the strategy behind this approach…
User ID not verified.
ummm I watched all the videos, where are the “warts and all” bits?
User ID not verified.
Very unusual to have a campaign called “under the rising sun”, when Japan has always been known as “land of the rising sun”! Too close for comfort for me.
User ID not verified.
this is what happens when you get a ‘digital’ agency to try and actually communicate. They’re good at tech stuff, but they should leave ‘engagement’ to the experts.
User ID not verified.
#3 – I think you better read up on the history of the Rising Sun in Australia.
http://en.wikipedia.org/wiki/Rising_Sun_(badge)
User ID not verified.
#4 – What happens?
You failed to actually communicate your point.
User ID not verified.
I’m sick of defence campaigns that try to soften the image to the Army. We are encouraging the wrong kinds of people and deterring the people we want. Other militaries around the world push the fact that the job is physically and mentally demanding and that it is only for people who are prepared to push themselves in the pursuit of self-improvement and defence of the country.. I realise recruitment numbers are down and have been for some time, however by recruiting the wrong kind of person, we affect the quality of force we provide in defence on our nation.
Stop trying to soften the image.
(have a look at the UK Royal Marines marketing approach. They have no recruitment difficulties and put people under no illusion of what they are signing up to)
User ID not verified.
What’s wrong with trying to offer a more personal approach than the good ‘old JOIN THE ARMY THERE’S GUNS AND YOU GET TO SHOOT STUFF staple that the United States seems to love? (Watch the US army ads and you’ll know what I mean)
It seems pretty intelligent to me to offer an alternate view.
The Army isn’t just about war and physically pushing people to their limits. Obviously people are misinformed if they think that’s what it’s about. I loved Caroline’s ad.
User ID not verified.
The Army’s role more and more these days is about assistance on a global scale, not just fighting wars in the traditional sense. I think the ads show an interesting diversity of people. Its good to see them stepping out of the mold.
User ID not verified.
when you understand the attrocity of war then you know this is back peddaling to make gullible young people feel they should participate in an corporate sanctioned, not people(family) set of conficts that have nothing to do with them
Very sad
It was never that REAL by comparison to WW1 or WW2
Ask a CEO of BP or SHELL if they want their kids in that disaster zone
So sad
Eyes open please
Chi
User ID not verified.
Tom understand & know this about the badge. Just think it is rather close for comfort.
User ID not verified.
Are these Panadol ads?
User ID not verified.
If you actually click through to the site http://defencejobs.gov.au/risingsun you’ll see the ‘warts and all’. There is a really insightful interview with the guy Tavis and his mum and how she felt about him joining. Really great website, well done to whoever made it.
User ID not verified.