Defence Forces 2016 recruitment campaign & appeal of military careers to Irish women

Morpheus

Hi all in the Ladies Lounge,

I hope you'll forgive a gentleman's intrusion but....

I'm looking for some female points of view on the Defence Forces current recruitment campaign, its desire to recruit more women and in this particular case its first new recruitment video.

Have a watch here, it's only 1 minute long.

What would it's general appeal to potential female candidates be, especially amongst those of you who may not ever have considered joining the army, navy or aircorps before.

Does this recruitment video work for you? Does it appeal to you in some way? give me one good point and one bad point about it if you could?

More importantly, as mentioned before, if you have previously never considered joining the defence forces, or dismissed it out of hand as a career choice, would this video change your perspective, that a military career is possibly a career which you would find interesting and something that you should at least further look into?

Thanks for your insights.

regards
Morph

solerina

Its a very nice, well put together video, I think it might persuade someone who might be on the fence about a life in the military. However if that type of life didn't appeal anyway this clip or any clip wouldn't change that. I couldn't imagine the regimented life, the ugly clothes etc...the exercise bit I would love however !!
Good luck with the campaign !!

Malari

For nearly the 1st half of the video I'd have assumed it was about GAA and probably turned it off! It's kind of annoying, actually, especially with the drumbeat and flashing shots. Perhaps it would appeal to women who are already considering something similar like police work?

Although I've been competitively involved in sport, I've never been interested in the military and this video certainly wouldn't change my mind. I think I'd just hate the discipline enforced on my life and the uniform, and I presume you would have to live in barracks for some of the time? This is just my impression, but it seems like it's a pretty misogynistic career too. I think it's probably second last in any preferred career choice list for me. Last being sex worker. :cool:

discus

and I presume you would have to live in barracks for some of the time?

Well for some of the time if you are attending a course. But most commute in every day.

This is just my impression, but it seems like it's a pretty misogynistic career too. I think it's probably second last in any preferred career choice list for me. Last being sex worker.

What makes you think it's a misogynistic career? Big statement to tar 11,000 people with.

Malari

discus wrote: »

What makes you think it's a misogynistic career? Big statement to tar 11,000 people with.

Well, I did say it was my impression, I'm not tarring anyone. I have a close friend who is in a male dominated related profession so I've heard some stories of personal experience. I also remember some news reports relating bullying and sexism to be greater in the defence forces a few years ago.

Morpheus

Thanks all for your input, positive or negative commentary, I am just interested in women's varying opinions and observations on it and appreciate all points of view and reasons.

Raminahobbin

The ad is quite an accurate portrayal of life in the army, I would think. I'd imagine it would appeal to women who enjoy pushing themselves and enjoy fitness.

I have 2 x immediate family members in the army, both male, and both enjoyed/enjoying their careers immensely. They have had some amazing experiences in the army, and it seems to be a very fulfilling career for certain people.

What would put me off joining as a woman (and I'll try say this as nicely as possible...) is that the army is not necessarily a very family friendly career.

I would consider my mother to have basically raised her children as a single parent due to the amount of tours abroad my father did (he even missed my birth).

I know this is not the case with everyone, but I have talked to lots of children with parents in the army over the years, and they have nearly all experienced huge issues with the parent in the army. Certain personality traits they seem to share that might cause enormous friction with their kids the older the get. Like I say, I know it's not the case with everyone, but I've talked about it enough with other army-kids to have noticed a trend. I know very few people growing up in an army household who would have a good impression of what it seems to have made their parent into.

meeeeh

I don't think ad is coherent enough. First half only shows physical activity, while the other one shows profession. It is like saying if you are fit you will be able to be an engineer or a chef or whatever.

Anyway army wouldn't overly appeal to me, but neither would working for charity or most of the professions that are mentioned. I would have no problem working in male dominated environment and only way the possible misogyny can be tackled is with more women joining the forces. So the recruitment is a positive thing but I don't like the ad. Also from creative point the same type of advertising is used for promoting healthy lifestyle, sanitary pads and god knows what else.

Tigger99

I think there's far too much focus on sports, which will alienate women, especially considering the high drop out rate I understand exists in GAA etc for teenage girls.

I've seen the fantastic Commandant Jayne Lawlor speak so passionately about the army, it would have been great to show a clip of someone like her speak, maybe at a large event, to show how inspiring and powerful a woman can be in the army.

You also haven't focused enough on the STEM side of the army, the great opportunities cadetship can bring in this areas.

I'd also show the teamwork montage much earlier, to show that the army is inclusive. Until my dealings with them I had no idea how respectful and inclusive the army could be.

Tigger99

I would also emphasise the managerial side more, I presume you are looking for women to enter at all levels, not just at the most junior?

And I'd put in an element of how satisfying and proud it can feel to represent ones country abroad. Of the trust that is placed in the army as peacekeepers, the work they do for women's rights abroad.

The video completely undersells the army. Worse still it reminds of of the annoying lidl ad about ladies football. In fact I would have thought it was another lidl ad if I hadn't seen your introduction on here.

Morpheus

Thanks for taking the time to comment on this, its much appreciated.

fits

I was in the reserves in my late teens and early twenties. I was fascinated with the whole thing. Loved the cameraderie, the outdoors, the weapons handling as I was good at it. Did an engineering degree and did consider joining but in the end didnt think I was physically strong enough. I have never been very fond of GAA or team sports since an injury in my teens, so I probably wouldnt have got in anyway. So the ad wouldnt particularly appeal to me, but if I was thinking of joining anyway, it wouldnt turn me off.

amdublin

When I first watched it I thought it was a lidl/gaa ad. When it eventually changed from that I got excited.
The music in the first bit is very annoying.

But the second bit is very exciting and appealing!

I think the first bit should show "ordinary" life or lots of sports rather than just (gaa) - well that's what it felt like for me.

Milly33

A little mixed up i will say and ye should so take the bit out where the lady is cleaning what looks like a big bath, just not appealing haha..

If i had seen it on TV just glancing i would have thought it was a GAA add or the add lidle or aldi are showing... the end of it is good but not the start..

It would though make me think yeah i can do that