Number of people considering the RAF from diverse backgrounds
Reduction in cost per application
The year the RAF became the most diverse air force in history
The traditional armed forces talent pool of young white males with military family backgrounds is shrinking. Only 15% of the country considers a career in the armed forces, with even lower percentages for females and those from ethnic minorities.
That's a big problem for the Royal Air Force because, without a diverse talent pool to educate, their ability to safeguard our skies is at risk.
We needed to show that diversity is more than just a cultural tick box for the RAF – it's a strategic imperative. Using a live data model to optimise our creative approaches and messaging, we showed how the RAF can unlock potential in young people, challenge stereotypes, and offer a world of possibilities.
We encouraged people to ‘Find Your Force’ through TV ads, targeted digital communications, earned media, and data-optimised content to attract suitable recruits for specific roles.