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The Australian Defence Force has traditionally been seen as a masculine environment, with limited support for women. This perception has meant many young ambitious women have not considered it a suitable career option. In truth there are thousands of jobs in the ADF where women thrive.
Our idea was simple:
We asked young Australian women what they would love to do with their life – and then showed how those things are possible in the Navy, Army and Air Force.
The new website is a job search engine but it a way you’ve never seen it. Rather than searching based on skills or roles, you can search for jobs based on what you love doing. Generated content based on the things you love will provide you roles and also videos of currently serving women doing what they love.
The Results
• 5% increase in female enquiries within 3 months of campaign launch
• 92% increase to women related pages on the Defence Jobs website
• 52% increase in page views on Defence Jobs website
• 42% score on “Personal Fit” (perceived as being "a role I can see myself in") versus 16% average score on previous DFR campaigns
Campaign for Australian Defence Force
Do what you love ADF
Poster and copy for ADF