Creating the most diverse armed force in the UK
Creating the most diverse armed force in the UK.
2x
Number of people considering the RAF from diverse backgrounds
200%
Reduction in cost per application
2019
The year the RAF became the most diverse air force in history
Our innovative strategies helped the Royal Air Force face a critical challenge: inspiring diversity in its ranks.
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.
