Campaign details

Brand: The Irish Defence Forces
Agency: Rothco

Introduction and Background

Back in 2015, The Irish Defence Forces were in trouble; they were struggling to find and recruit the right men and women to serve our country. Within the context of recruitment, gender diversity is critical for The Defence Forces. This is to ensure that not only are those protecting and serving the nation an accurate reflection of it - but that they're making the best possible decisions, especially against a backdrop of increased complexity and uncertainty.

However, gender representation is a legacy issue for The Defence Forces, with women making up only 6% of the organisation at the time. In 2015, only 350 young women applied for positions. But dramatically of those 350, 282 didn't show up to the first day of fitness testing. Of the small amount of applications they were getting; 75% of these were dead leads and not the right fit.