We have shaped an integrative communication campaign aimed at recruiting a sufficient number of suitable candidates for a job in the Slovenian army.
The campaign was based on the concept of pride. The key purpose of the campaign, whose activities included public relations, advertising, media planning and buying, organisation of events, research activities, education and professional training, was to present the Slovenian army as a respected and modern institution offering potential employees rational and emotional fulfilment in their job. The campaign exceeded all expectations: The number of applicants for a job in the army was 33% higher than planned (it rose 50% compared to the previous average). The campaign also strengthen public trust in the army.