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Image Not Available for How will your navy career unfold? Navy expand your horizons
How will your navy career unfold? Navy expand your horizons
Image Not Available for How will your navy career unfold? Navy expand your horizons

How will your navy career unfold? Navy expand your horizons

Publisher
Date2002
Object number00037538
NameBrochure
MediumInk on paper
DimensionsOverall: 55 x 85 mm, 0.02 kg
ClassificationsEphemera
Credit LineANMM Collection Transfer from Defence Force Recruiting
DescriptionThe leaflet is the size of a business card and folds out to reveal detailed information about different jobs and working conditions in the Royal Australian Navy. The slogan 'How will your navy career unfold?' is a play on words on the design of the leaflet, while also encouraging potential recruits to consider a naval career. The leaflet was produced as part of a larger thematic marketing campaign consisting of television and cinema advertisements, online advertising and print material promoting all three arms of the defence force: the army, air force and navy. HistoryPosters, leaflets and information booklets have long been used by government authorities to promote and persuade young people to join the armed services. During wartime recuitment material generally focuses on the defence needs of the nation and the duty of each eligible young person to defend and serve their country. More recent material focuses on the attractive lifestyle and educational options available to potential recruits. Attracting new recruits to the RAN is a challenge for the Australian government especially during times of economic prosperity and nearly full employment. In 1999 the Australian Defence Force began an extensive advertising campaign involving cinema, radio, television, internet and print media. This was linked with the launch of a new website. In 2001 the Australian Defence Force spent 41 million dollars on advertising campaigns. In an increasingly sophisticated media market the Defence Force continues to contract professional designers, web consultants and advertising agencies to entice young men and women to join the RAN. Print material was designed to compliment the larger media campaign.SignificanceThe design and message of this leaflet reflects the way in which the Australian Defence Force marketed itself to prospective recruits in the early 21st century. Advertising agencies were contracted to produce savvy media campaigns to persuade young people to consider a military career and hopefully follow through and actually join the armed forces.