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Effie Australia

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Royal Australian Air Force: cracking the recruitment efficiency code

Agency
GPY&R Melbourne
Client
Defence Force Recruiting
Awards
Silver
Small Budget (Under $500K)
Case Study
Available
Summary
The Australian Defence Force (ADF) doesn’t struggle to find candidates interested in flying jet fighters and helicopters. However, filling the other 329 roles in the ADF can be a challenge. This paper shows how a great insight and an intriguing creative idea helped the ADF find the best candidates for the less glamorous but equally critical support roles - specifically, in Communications and IT. All on the back of a 300x250 pixel clue.
Case study

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Credits
Author/Head of Strategy & Insights Tom Ward George Patterson Y&R Melbourne
Author/Planner Adrian Mills George Patterson Y&R Melbourne
Account Director Julian Bell George Patterson Y&R Melbourne
Copywriter Evan Roberts George Patterson Y&R Melbourne
Art Director Paul Meates George Patterson Y&R Melbourne
Digital Creative Stephen Joss George Patterson Y&R Melbourne
National Marketing Manager Patricia Duffy Defence Force Recruiting
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