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The Canadian Forces is continuing its "Fight" with a new national recruitment campaign that focuses on professional opportunities within the organization.
The effort from Montreal-based BCP includes six TV spots, six web videos (released Jan. 31) and 14 print executions, focusing on six priority occupations: air traffic controller, aircraft technician, artillery soldier, mechanic, electronic technician and sonar operator.
The campaign is a follow up to the "Fight with Canadian Forces" awareness effort that launched three years ago, and is still on air today. Both campaigns will run simultaneously.
Though "Fight" was successful in terms of awareness and recruiting members within the 18- to 24-age bracket, it failed to resonate with those between 25 and 35, said Thomas Lecordier, associate general manager, BCP.
The previous campaign was more mission-based, and research indicated the older segment prefers to see what is involved in the day-to-day tasks of certain occupations, he said.
As a result, the new 30-second TV ads show a day in the life of Force members, including time spent outside of work. For instance, a sonar operator is shown first working on a submarine, and then tuning his guitar.
The spots end with a super that drives viewers to Forces.ca, where online testimonials can also be found.
Though it’s too early to tell what impact these spots will have on recruitment levels, Lecordier said they were "extremely well received" by Force members as well as focus groups.
Both campaigns will run through the year. Cossette handled the media buy.
