Goals and objectives
The campaign had three core objectives:
- Position officer training programs as attractive and meaningful educational opportunities that develop strong leadership competencies.
- Highlight the programs as prestigious and qualifying pathways for leadership development.
- Promote the Danish Armed Forces as a unique and impactful workplace that plays a vital role in safeguarding societal values, freedom, and security.
In 2023, applications to the Danish Armed Forces’ officer training programs experienced a notable decline. This drop was attributed to several external factors, including a general market slowdown, evolving responsibilities within the military due to the war in Ukraine, and media coverage of internal challenges such as staff retention. In response, the “Bliv Officer!” native content campaign was launched as part of a broader recruitment initiative aimed at reversing this trend and securing a sustainable pipeline of future officers.
The overarching goal was to raise both general and qualified awareness of the officer training programs and generate interest among the target audience. The campaign sought to position officer education as a compelling choice for those seeking meaningful careers in leadership and public service.
Surprising Insights
The campaign revealed that strong engagement does not depend on celebrity or high-profile individuals. Instead, authenticity and relevance proved to be the most powerful drivers of interest. Audiences responded positively to real stories told with honesty and respect, reinforcing the value of native content and human-centered storytelling in recruitment marketing.