Brand Strategy · Digital Marketing · Paid Social Media

The Irish Defence Forces

A Recruitment Campaign for the Irish Defence Forces

In motion

The campaign, in motion.

Challenge

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:

Creating a recruitment campaign that resonated with a younger audience
Showcasing the breadth of roles across the Army, Air Corps, and Naval Service
Producing video and creative work of national-campaign calibre
Driving qualified applications to the recruitment process

The Irish Defence Forces, Challenge — The Irish Defence Forces Challenge

Strategy

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 Irish Defence Forces, Strategy — The Irish Defence Forces Strategy

Impact

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.