Swedish Armed Forces: Who Cares?

DDB Stockholm

Advertiser: Swedish Armed Forces
Brand: Swedish Armed Forces
Country:Sweden

Objectives

MAIN OBJECTIVES OF THE CREATIVE WORK

There were two main objectives for the creative work:

  1. To change the perception of The Swedish Armed Forces in order to attract the new individuals in the widened target group – The "World Improvers".
  2. To attract a sufficient amount of applicants to the current round of basic military training.

1. CHANGING THE PERCEPTION OF THE SWEDISH ARMED FORCES

The Swedish Armed Forces (The SAF) have undergone a massive change in the last few years, from an old-school invasion defence with a massive numbers of soldiers to a modern, slimmed mission-based armed force. Conscription was abolished in 2010, so The SAF must now attract their employees much in the same way as all other organizations – through an attractive employer brand. A huge amount of soldiers must be recruited in the coming years, in order to fill up positions that were previously filled automatically.