RAF

Rupert Price

Campaign in 1998-99 by J Walter Thompson for RAF officer recruitment (support staff rather than pilots).
Agency: J Walter ThompsonAuthor: Rupert Price

Central Office of Information / The Royal Air Force: How the RAF Put Support Staff Into the Cockpit

INTRODUCTION

On the face of it, motivating people to join the RAF seems straightforward. Target young people seeking a challenging career, who dont want the mundane routine of an office job; show them a bit of high tech kit; job done. In fact, thats effectively what the RAF had done for a number of years, with considerable success1.

However, the recruitment landscape of the 90s had changed considerably. The RAF...

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