Swedish Armed Forces Recruitment 2009

This integrated campaign for the Swedish Armed Forces aimed to boost recruitment rates. The campaign was made up of two different parts, both corresponding to the concept "Do you have what it takes?".

Swedish Armed Forces Recruitment 2009

DDB Stockholm

SUMMARY

Integrated Campaign – Swedish Armed Forces Recruitment 2009 (June 4, 2009 – Sep 15, 2009)

The campaign was an integrated campaign with the primary goal of recruiting officers to the Swedish Armed Forces (SAF) for two different recruitment activities. The campaign was made up of two different parts, both corresponding to the concept “Do you have what it takes?”, where the first part had an ethics and personality theme and the other had a cooperation theme.

Working closely together with the Swedish Armed Forces Headquarters, the campaign line “Do you have what...

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