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+...