The Department of Defence approached Inception Strategies to develop a campaign that increases the number of Indigenous applicants to the Navy, Army, Airforce and Defence Public Service. Defence provided us with a number of Indigenous Defence Ambassadors that we could work closely with to develop the assets that were needed for the campaign.
Early in the campaign we were able to identify that a key audience was the parents of the young people that we we trying to entice into a Defence career. We decided that it would be important not to present 'finished' people to them as these would be out of touch with their daily experience with their children. Therefore during our interviews with the Ambassadors special attention was given to capturing the less conventional and more down to earth stories about growing up that parents could relate to. The copy from the interviews was then transcribed and submitted to Defence.
Next we conducted the film shoot in Sydney and Channel 9 studios in Brisbane with the ambassadors.
Design and Print
Finally we worked closely with Defence to produce a 'Success Stories' booklet that has been successful in helping with their recruitment activities and has been reprinted a number of times.