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| Ad appeals to Generation Y Edition 1164, April 19, 2007 |
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CA Lt-Gen Peter Leahy officially launched the campaign at RMC on April 5. He said the advertisement demonstrated the core values through imagery that depicted the Army’s history. “The campaign aims to highlight to all Australians the proud history and legacy of the Army and our greatest strength, which is our soldiers and our officers,” he said. The television campaign consists of a 60-second commercial promoting Army and a 15-second trailer to promote RMC. The campaign will cost $3 million and uses text messaging technology to appeal to the younger generation, urging them to send an SMS to order a copy of the Army Officer CD-ROM. Lt-Gen Leahy said the campaign aimed to articulate the core values of the Army – courage, initiative and teamwork – in a way that was relevant to potential recruits from Generation Y. “The young men and women that I see in the Army are interested in helping people. They are interested in making a contribution, they want to make a contribution to their society,” he said “They want to help people overseas at times of disaster and times of trouble and times of conflict. “Most of all the young people in the Army today are proud to be Australians, proud to know full well that wearing the Army uniform and wearing the Rising Sun badge makes them part of a pretty select, special group. Wearing that badge, wearing that uniform is a challenge, but it’s also a privilege.” To view the television commercial visit www.defencejobs.gov.au |
