The Defence Forces – Finding the right fit: Data Sniping for the Defence Forces

The Irish Defence Forces, the military of Ireland, launched a targeted social media campaign that saw it reach the highest ever percentage of female members since the first inductions in 1980.

Campaign details

Brand: The Irish Defence ForcesAgency: Rothco

Introduction and Background

Back in 2015, The Irish Defence Forces were in trouble; they were struggling to find and recruit the right men and women to serve our country. Within the context of recruitment, gender diversity is critical for The Defence Forces. This is to ensure that not only are those protecting and serving the nation an accurate reflection of it - but that they're making the best possible decisions, especially against a backdrop of increased complexity and uncertainty.

However, gender representation is a legacy issue for The Defence...

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