Defence Force Recruiting Australia: Women in the Air Force

Michael Hyde

This case study explains how Defence Force Recruiting, the Australian Defence Force (ADF) recruitment organisation, encouraged women aged 16-30 to join the air force by facilitating conversations between serving women and people who were interested in enlisting.

Defence Force Recruiting Australia: Women in the Air Force

Campaign details

Agency: GPY&R MelbourneAdvertiser: Defence Force Recruiting – Air ForceAuthor: Michael HydeTotal campaign expenditure: $1 - 2 million

Executive summary

In response to a directive to increase long-term female participation, The Women in the Air Force campaign using "conversations not hardware to attract a new set of considerers" was developed.

Delivering:

  • A lift in enquiry rate for women of 55%, well above the required 18%,
  • A strongly positive impact on the enquiry rate for men +43%,
  • Communication that outperformed engagement norms by 5+...

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