The Ministry of Defence fights for international peace and safety. It’s a job you can be proud of. For the first time ever, four army departments are joining forces to draw attention to their story. In a commercial inspired by the new general theme ‘Working with Defence: Do you have what it takes?’, all departments are given screen time to emphasize employer branding. The commercial is aired by several television channels and shown as a banner on popular pages such as YouTube.
The recruitment of military specialists has grown increasingly difficult now the Ministry of Defence’s drastic cuts are all over the news. Are there any jobs left? Will my line of work become redundant? Defence understands the need for clear answers to these urgent questions. Care and engineering, for instance, are actively looking for competent employees.
We came up with a limited Defence edition of the public transport newspaper SPITS!, its full content centering on Defence’s story, the fact that they are still hiring and that they still have plenty to offer future employees. The newspaper is distributed in all major Dutch train stations over the course of one single day. Everyone pitches in, even General van Uhm. And once again, our campaign makes the national news. Mission achieved.