The Swedish Armed Forces need to recruit a large number of young people through a basic military course. The target audience consists of young people who’ve had very little prior knowledge of the SAF and especially that they are an employer like any other. The target audience is young and consists of individualists who like to have and share their opinions, especially online.

The campaign strategy started from the insight that “everyone is looking, a lot of us care, but who really acts?” The question was: Are you willing to act for real? For those who were – an employment with the SAF is a chance to make a difference, for real. It’s an occupation where you have to give up your comfort, a reality way beyond the slacktivism behind your keyboard.

By asking the question 'Are you willing to act for real?' and making the target audience interact for real we could emphasize the hard work within the Swedish Armed Forces. The placement of the 'like-stations' were deliberately planned in a way to make them quite hard to reach and they told a true story of what the SAF does to make a real difference. In this way we managed to attract young people to a demanding occupation where you have to give up your comfort to make a difference, for real.

No results of the campaign were measured because of its short campaign period and specific application process.