ADVERTISEMENTS – HISTORY IN THE MAKING

The DOD Human Resource Strategy 2010 has identified several strategic issues that hamper the South African National Defence Force in meeting operational commitments as instructed in the Constitution. Without young skilled human resources, the Department of Defence (DOD) will not be in the position to fulfill its Constitutional operational obligations. The timely recruitment of young healthy recruits equipped with the appropriate skills and qualifications will greatly depend on the successful implementation of an integrated marketing strategy and marketing communication at various levels.

Defence Corporate Communication (DCC), specifically Communication Support, therefore embarked on a 2 year MSDS Marketing campaign in support of the DOD Human Resource Strategy 2010. The Military Skills Development System (MSDS) is a mechanism in support of this Strategy, which facilitates the rejuvenation of the SANDF by providing training and skills development opportunities. The aim of the campaign is to profile the DOD as an “Employer of Choice” in order to recruit suitable members for the MSDS and other difficult musterings.

The objectives of the campaign include creating an awareness of the DOD, promoting the DOD as an “Employer of Choice”, and last but not least, instilling that feeling of being proud to be a member of the DOD, specifically amongst own forces.

Corporate Communication Support (Defence TV and Visual Communication) followed a multi-media approach in order to combine the full weight of advertising techniques and multi-media options available, to reach the target audience. The campaign comprises of both radio and television advertisements, supported by printed material such as posters, pull out banners, leaflets, dvd’s on careers, bus and taxi advertisements, bill boards, “mix-it”, as well as regional print media. The television advertisements will also be broadcast on in-flight media on commercial airlines, tour busses and at shows and exhibitions.

Linked with Government’s Programme of Action, the campaign is kicking off during the month of June, which is Youth month. It was for this reason that Defence TV visited bases across the country over the period 7 – 18 May to produce these TV adverts, whilst also gathering stills images at the same time. This was history in the making as it has never been done before.

Apart from a few obstacles here and there, all 4 Services gave their co-operation, which enabled the Defence TV crew to complete the production in a record time of 2 weeks.
These adverts will be broadcast on National TV and Radio stations. Members will be continuously be informed via bulletins about the exact broadcast times.

Defence Corporate Communication would just like to thank all the Services for their excellent co-operation during the making of these adverts, without their support and co-operation; this would not have been possible.

The first media schedule for broadcasting over the period 14 – 19 June 2007 is as follows:

Official TV Advert A

Official TV Advert B

Official Radio Advert

Eng

Afr

Services Clips

SA Army	Hardware	People
SA Air Force	Hardware	People
SA Navy	Hardware
SAMHS		People