A Recruitment Campaign for the Irish Defence Forces

The Defence Forces needed a recruitment campaign that would cut through to a younger audience and bring the realities of military life to a national audience. The brief required strong creative, video that did justice to the work, and a social rollout that reached the right people in the right places. The focus areas included:

Rooftop Twenty Two delivered the recruitment campaign across creative, video, and social media, with every element designed to bring the work of the Defence Forces to life. Creative Developed a campaign concept that captured the realities and rewards of service Built creative that worked across multiple touchpoints and platforms Crafted messaging that spoke directly to prospective recruits Video Production Produced campaign video that showcased the breadth of Defence Forces roles Captured authentic moments across the Army, Air Corps, and Naval Service Delivered assets optimised for social-first viewing Social Media Rollout Built a phased rollout plan across social platforms where the target audience spent time Activated the campaign with paid amplification to maximise reach Measured impact across awareness, engagement, and application volume

The campaign delivered a significant uplift in recruitment interest and brought the work of the Irish Defence Forces to a national audience. The project remains one we are particularly proud of. Work that mattered, with stakes that mattered.