Gen Z consumes at least three hours of video per day, according to Ofcom, so this is a crucial medium for attraction into the Royal Air Force. For a second year, RAF partnered with Not Going To Uni (NGTU) to tap into its distribution channels across social media, email and its website. The resulting campaign was a 12-month programme that elevated its video content, reinforcing its position in recruitment and youth engagement.

The programme produced 120 videos, distributed across NGTU’s website, its email list, Instagram, Snapchat, X, YouTube, Facebook and Google. This generated more than 20,000 applications through the overarching careers branding concept of ‘Find Your Force’. Some of the content highlights included adventure training, how sport can prepare someone for a career, a cookalong and a day in the life of a Regiment Gunner.

The NGTU community was a key source of applications, helping RAF to reach around 24 million people and generate hundreds of thousands of clicks to its careers site. A high proportion of these clicks were converted into applications. “We pride ourselves on the wide range of experiences we give people and our videos certainly do it justice,” said Wing Commander Tracey J Broome of the campaign.