The Royal Air Force Encourages You to Push Beyond Your Limits

The Royal Air Force (RAF), in collaboration with creative company House 337, has launched its most ambitious recruitment campaign yet for the RAF Reserves. The groundbreaking campaign, live from February 24, 2025, marks a significant milestone for the RAF Reserves with its largest media spend to date and introduces an innovative approach to geo-targeting designed to reach new audiences.

The campaign, titled ‘Reserves - Find Something More’, is a full-funnel initiative aimed at inspiring individuals aged 18–45 to consider part-time service in the RAF Reserves. The campaign is built upon the insight that as people progress into adulthood, their sense of identity becomes narrower and more defined by their social and professional roles. Rather than looking for escape from their 9 to 5, potential Reserves recruits are looking for something deeper - a way to enhance the lives they already have and to break out from an increasingly ‘set’ identity. They are looking for something more.

By leveraging geo-targeting capabilities in Broadcaster Video on Demand (BVOD) and online video, the campaign ensures precise delivery to key audiences based on age and location, addressing diverse motivations and barriers. A robust mix of video-on-demand, online video, social media, radio, and out-of-home advertisements forms the backbone of the campaign. The comms approach addresses candidates’ questions at each stage of the recruitment journey from initial awareness down to selecting the role that’s right for them. For the first time, this RAF Reserves campaign features a video asset used in top-of-the-funnel targeting to clearly paint a picture of how civilian and Reserve lives combine.

The campaign tailors its messaging to distinct audience groups. While younger individuals (18–29) may seek skills to enhance their careers, older candidates (30–45) are encouraged to embrace opportunities for self-discovery and challenge beyond their civilian jobs.

“We’re proud to launch this campaign, which highlights the unique opportunity of being part of the RAF Reserves. It’s a chance to give back, learn new skills, and be part of something greater, all while maintaining your current lifestyle,” said Tracey Broome, wing commander, RAF Recruiting and Selection.

Josh Green, chief creative officer, House 337 said, “This work pushes boundaries for the RAF Reserves. It’s a combination of searing audience insight, innovative targeting and powerful storytelling. We’re proud to continue highlighting the incredible opportunities to join the RAF Reserves.”

The campaign was brought to life by a collaboration between House 337, production company Rogue, and media agencies Wavemaker and OMD. The RAF Reserves campaign will run across the UK on multiple platforms, including VOD, OLV, social media, AV, and out-of-home channels.