JWT to target disillusioned workers in RAF advertising

The Royal Air Force is continuing its assault on workers disillusioned with their monotonous work existence in a press, radio and online campaign through J. Walter Thompson.

The campaign builds on previous television work aimed at reaching discontented young adults who count the hours until the weekend. It aims to present the RAF as an exciting career offering a compelling antidote to boring office jobs.

Planned by Manning Gottlieb OMD and bought by MediaCom and OMD UK, the campaign has been designed to reach its target audience as it contemplates its working week.

The press work will only run on Monday morning in titles read by the 15- to 27-year-old audience, including Metro, The Sun, the Daily Mirror and the Daily Star.

Four radio executions, including one entitled "The Sunday feeling", will run in working hours, between 9am and 5.30pm. Supporting activity will be geared around time-wasting sites and will only run on weekdays. The campaign was written by Ryan Lawson and art directed by Andy Smith.

Dan Fallon, an account director at Manning Gottlieb OMD, said: "The media strategy is to take the campaign theme, 'Don't work for a limited company', from the RAF strategy of 'Unlocking potential' and turn it, through tactical use of media, into a campaign where every message has relevance and drives candidates toward the RAF."

Bob Jones, the head of marketing at the RAF, added: "The advertising demonstrates to young people that the RAF can offer a more rewarding alternative to many other career options."


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