Royal Navy Engineers: If you can fix this...

This case study demonstrates how reframing the Royal Navy in the UK improved recruitment of engineers.

Royal Navy Engineers: If You Can Fix This...

Liz Baines

Campaign details

Client: Royal NavyAgency: WCRSBrand: Royal Navy Engineers

Summary

This is a paper about reframing.

Potential recruits believed Royal Navy ships and engineering challenges to be intimidatingly unknown, massive and o f-putting. So we reframed them as things that were familiar, manageable and inviting.

If you break it down a ship is merely a dynamic Lego kit of components very similar to a car. Break a missile open and it is built up of the same wires that are in the radio you've mended...

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