Army targets women with its latest GPY&R campaign

The Australian Defence Force has launched a new campaign, created by GPY&R Melbourne, aimed at encouraging women to enlist in the army.

https://www.youtube.com/watch?v=-LT9j9gnEzA

The commercial features a woman completing an average day at work with the Army, with narration addressing the concerns women may have about enlisting, such as lifestyle changes.

Army marketing manager Kate Mathias told Mumbrella: “It was about dispelling some myths about the army, and the flexibility that it provides as an employer and educate the target audience that you can be a mum, you can be a girl and you can be feminine and you can also be in the army.”