Defence News
New recruitment campaign for Army Reserve
02 February 2012
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A new Army Reserve recruitment campaign is under way around Australia, the first major campaign for the Army Reserve since 2005.
The campaign includes TV, cinema, newspaper and magazine advertising, and features everyday Australians pulling apart civilian clothes ‘superman style’ to reveal Disruptive Pattern Combat Uniforms (DPCUs).
AIRCDRE Henrik Ehlers, Director General Defence Force Recruiting, said the campaign aims to highlight reservists giving something back to their community and also raises awareness of their involvement in recent disaster relief operations.
“We’re hoping to distinctively raise the profile and awareness of the Army Reserve and the opportunities the Service presents,” he said.
Defence Force Recruiting developed the new advertisements to more accurately reflect the varying opportunities and ever-changing role Army Reservists play, according to AIRCDRE Ehlers.
“There was no significant reduction in enlistments, however over time we saw enquiry levels plateau which tends to suggest that a refreshed advertising strategy is required,” he said.
“So we’ve taken steps to enhance the Reserves’ position in the community and inspire interest in serving in the Army Reserve.
“As you’ll see in the television commercials, and testimonial content, Army Reservists are quite rightly proud of their achievements, and we believe the new ads will ignite interest amongst everyday Australians.”
The campaign is intended to be used for three years or longer and also features online and outdoor advertising.
For information about joining the Army Reserve, visit www.defencejobs.gov.au or call 13 19 01.