The National Defense: From muscles to brains
Campaign details
Agency: OgilvyOne worldwideClient: The National DefenseCategory: Business and Consumer Services
Executive summary
This case study describes how the Danish Defenc created a multimedia campaign to change attitudes among young academics towards careers in the military. The Danish Defence Command wanted to attract 220 young academic applicants to 40 posts within their brand new Officers' Educational Program. However, the target group identified as academics rather than soldiers so the Danish Defence needed to change attitudes. To overcome prejudice the Danish Defence created a multimedia campaign based around...