The RAF prides itself on realising hidden potential. It can teach recruits Arabic in less than 18 months and provides technical training second to none. But when the RAF's traditional talent pool began to shrink, it needed a new strategy to keep Britain's skies safe—by generating the most diverse talent pool in RAF history.
We began by interrogating the data to reach applicants outside the usual demographic (young, white males with military history in the family). We asked: “Why do some candidates progress?”, “Why do others drop out of the process?”.
From our findings, we optimised creative to appeal to a new target audience, in a language most relevant to them.
We used the full spectrum of the RAF’s entire communications journey to showcase the world of possibility the RAF had to offer.
to identify what motivates applicants to explore a life in the RAF - and, crucially, what makes them hesitate from registering their interest.
to address their deepest concerns of our diverse audiences. The data we found informed every word or evocative image in all of our marketing.
to help the RAF deploy a more inclusive recruitment model year after year that ensures its future can harness the power of difference to safeguard our nation.
number of people considering the RAF from diverse backgrounds
the year RAF became the most diverse air force in history