RAF ⎯ Own Your Direction
Whatever your ambition, the RAF can help you get there
Government & Public Sector
Brief
The Broad Appeal campaign aimed to promote RAF careers to Gen Z audiences, addressing the educational disruption caused by Covid-19 and encouraging young people to consider the RAF as a viable career path. The activity focused on showing that a profession like this is for “people like me,” with a particular emphasis on increasing appeal among young women and career-minded individuals.
Strategy
The campaign targeted Black, South Asian, and Muslim young adults (16–24), with secondary reach to 26–40-year-olds who influence career decisions.
Media included TV and VoD 30” spots featuring female protagonists to highlight career opportunities, alongside Live Reads designed to spark interest in first-time job seekers. Messaging leveraged co-viewing periods to reach key influencers such as parents and extended family, and explored extracurricular features like sports to increase appeal.
Results
The campaign successfully repositioned the RAF as an inclusive, aspirational career choice for a new generation. By combining female-led storytelling with co-viewing media placements, the activity drove strong awareness among Gen Z audiences while also influencing parents and career decision-makers. The campaign exceeded planned reach and delivered measurable uplifts in awareness and consideration, particularly among young women.
+24%
Awareness uplift among 16–24-year-olds
+32%
higher engagement from female-led creative, driving increased interest in RAF career pathways
+15%
Uplift in consideration among parents and carers, strengthening career discussions at home
2.5m+
Impressions delivered across TV and VoD
More Works
(MRA — 02)
©2024
More Works
(MRA — 02)
©2024
RAF ⎯ Own Your Direction
Whatever your ambition, the RAF can help you get there
Government & Public Sector
Brief
The Broad Appeal campaign aimed to promote RAF careers to Gen Z audiences, addressing the educational disruption caused by Covid-19 and encouraging young people to consider the RAF as a viable career path. The activity focused on showing that a profession like this is for “people like me,” with a particular emphasis on increasing appeal among young women and career-minded individuals.
Strategy
The campaign targeted Black, South Asian, and Muslim young adults (16–24), with secondary reach to 26–40-year-olds who influence career decisions.
Media included TV and VoD 30” spots featuring female protagonists to highlight career opportunities, alongside Live Reads designed to spark interest in first-time job seekers. Messaging leveraged co-viewing periods to reach key influencers such as parents and extended family, and explored extracurricular features like sports to increase appeal.
Results
The campaign successfully repositioned the RAF as an inclusive, aspirational career choice for a new generation. By combining female-led storytelling with co-viewing media placements, the activity drove strong awareness among Gen Z audiences while also influencing parents and career decision-makers. The campaign exceeded planned reach and delivered measurable uplifts in awareness and consideration, particularly among young women.
+24%
Awareness uplift among 16–24-year-olds
+32%
higher engagement from female-led creative, driving increased interest in RAF career pathways
+15%
Uplift in consideration among parents and carers, strengthening career discussions at home
2.5m+
Impressions delivered across TV and VoD
More Works
(MRA — 02)
©2024
RAF ⎯ Own Your Direction
Whatever your ambition, the RAF can help you get there
Government & Public Sector
Brief
The Broad Appeal campaign aimed to promote RAF careers to Gen Z audiences, addressing the educational disruption caused by Covid-19 and encouraging young people to consider the RAF as a viable career path. The activity focused on showing that a profession like this is for “people like me,” with a particular emphasis on increasing appeal among young women and career-minded individuals.
Strategy
The campaign targeted Black, South Asian, and Muslim young adults (16–24), with secondary reach to 26–40-year-olds who influence career decisions.
Media included TV and VoD 30” spots featuring female protagonists to highlight career opportunities, alongside Live Reads designed to spark interest in first-time job seekers. Messaging leveraged co-viewing periods to reach key influencers such as parents and extended family, and explored extracurricular features like sports to increase appeal.
Results
The campaign successfully repositioned the RAF as an inclusive, aspirational career choice for a new generation. By combining female-led storytelling with co-viewing media placements, the activity drove strong awareness among Gen Z audiences while also influencing parents and career decision-makers. The campaign exceeded planned reach and delivered measurable uplifts in awareness and consideration, particularly among young women.
+24%
Awareness uplift among 16–24-year-olds
+32%
higher engagement from female-led creative, driving increased interest in RAF career pathways
+15%
Uplift in consideration among parents and carers, strengthening career discussions at home
2.5m+
Impressions delivered across TV and VoD
More Works
©2024