2024 Bronze Public Sector

Agency: House 337

Client: RAF

Entry Title: The Force Protecting Space

Executive Summary

45% of the UK believe that the armed forces need to be increased to strengthen national defence, yet there has been an 8% decrease in the number of people joining the UK Regular Armed Forces.

Strategy

To protect the nation and maintain a fighting force, the RAF needs to continually recruit. But it struggled with an image crisis, perceived as ‘old fashioned’ by 53% of 16- to 24-year-olds. Brand advertising was needed to efficiently engage potential applicants.

The RAF’s motto, ‘Per Ardua Ad Astra’ - through adversity to the stars - and purpose, ‘Global Air and Space power to protect our nation’ show the reality of its work: a force protecting not just our skies but also space. Yet 75% of people had no idea of the RAF’s space remit - moreover, 81% said knowing this increases its appeal as a career option. It was time to modernise perceptions.

Creativity

The creative solution ‘Force Protecting Space’ illustrated how every role in the RAF is integral to safeguarding space and the skies. Shot authentically at RAF bases, and the UK Space Command, the film dispelled fears through real depictions of important and exciting day-to-day work.

In a 60-second film about preventing an imminent satellite collision, scenes depicted various RAF personnel including chefs, pilots and logistics staff carrying out their specific duties, highlighting their vital role within individual specialties and collectively as a unified team.

Deploying a countdown mechanic, synonymous with space exploration, supported the strategic theme and also drove suspense and engagement. In the closing seconds, after the collision is prevented, was hears the voiceover: “It takes the whole force to protect Space. Join Us.” The RAF logo, Find Your Force brand line and CTA ‘Search RAF recruitment’ followed.

Results

The core audience now reports a 38% interest in a career in the RAF, and the cost per expression of interest dropped by 31%. This demonstrates how an effective creative solution delivers while also saving the UK taxpayer money.

Cinema was a particularly effective form of media, with a 90% uplift in people claiming, ‘I want to find out more information about the RAF’. This translated to significant campaign recognition, with TV reach climbing to 63% (up 9% since January 2023) and digital reach to 59% (up 23%). Overall awareness of the campaign was strong, with 42% of the target audience aware of the campaign.

The Team

House 337 - Georgina Murray-Burton, Head of Strategy - Kathryn Loosley, Senior Strategist - Rosamund Hurst, Strategy Director - Christopher Ringsell, Creative Director - Jack Tibbs, Art Director - Michael Arthey, Copywriter - Paul Kennerley, Visual Design Creative Director - Matt Baines, Designer - Matt Rhodes, Chief Strategy Officer - Simon Butcher, Strategy Director - Richard Williams, Head of Account Management - Olivia Conroy, Account Director - Kelly Mahon, Account Manager - Cathy Buchanan, Project Director - Tash Dean, Agency Senior Producer

RAF - Tracey Broome, Wing Commander - Stephen Parsbo, Squadron Leader - Adam Proctor, Digital Media Officer - Tony Spurle Flight Lieutenant