By making the appointment calendar into our media we strongly connected the message to what people seem as regular work, but we did it in a new way where you could interact with the calendar/media and also get an insight into the every day within the Swedish Armed Forces. Simply put: Like any other job. Almost.

The usage of the calendar also had the upside that the interface already existed, we used something that already was built in a new context.

By making the appointment calendar into our media we strongly connected the message to what people seem as regular work, but we did it in a new way where you could interact with the calendar/media and also get an insight into the every day within the Swedish Armed Forces. Simply put: Like any other job. Almost.

The usage of the calendar also had the upside that the interface already was existing, we used something that already was built in a new context.

The calendar played an important and tactic role as an extension of a recruitment campaign. The campaign as a whole was very well received and measured high above benchmark in following advertising attributes: being nicely done, credible, relevant, exciting and engaging. 69% of the target group was reached by the campaign, and within the younger segments of the target group, the figure was 79% of young women and 82% of young men. In total, the campaign raised 12000 applications to 2500 positions – and truly established the SAF as being like any other job. Almost.