Australian Army Rise Up Recruitment

A new advertising campaign, designed to drive a greater emotional connection between the Army and potential recruits, was launched on Australian televisions on Sunday. The campaign focuses on the Army’s core values of courage, initiative and teamwork while also highlighting the fun and social aspects of an army lifestyle.

Rising Sun emblem on officer's hat

Click on the image below to play the video in YouTube

The Chief of Army, Lieutenant General Peter Leahy, officially launched the campaign with a screening of the new television commercials at Royal Military College Duntroon in Canberra. “This campaign aims to articulate the core values of the Army in Courage, Initiative and Teamwork in a contemporary way that is relevant to our potential recruits – Generation Y,” Lieutenant General Leahy said.

With Generation Y in mind, the new television commercials feature an interactive component, urging potential recruits to send an SMS to order a copy of the Army Officer CD-Rom which has significant focus on the RMC experience.

“Army values have been at the heart of every Australian soldier for the past 100 years, no matter where they have served,” Lieutenant General Leahy said. “As our Prime Minister said in the middle of last year, simply we need more boots on the ground,” he said. “To put more boots on the ground we’ve got to recruit them.”

What this new campaign does is clearly demonstrate these values through imagery depicting the various periods of military history. What binds these values together is one of the true icons of Australian history – the Rising Sun badge, which forms the link between soldiers of the past and the modern day Australian soldier.

Click on the image below to play the video in YouTube

The voiceover for the 30 second ad: “Throughout history we’ve risen to the challenges that have confronted us under a rising sun. If you want to make a difference, challenge yourself and rise.” The super: “Whatever the challenge, whatever the adversity, whatever the need, whatever challenge lies ahead, whatever the commitment”. The ad finishes with an invitation to visit