Case study

Defence Force Recruiting: Public Affairs Services

Defence Force Recruiting (DFR) has a proud history of recruiting the right people, in the right numbers, at the right time. They play a pivotal role in articulating and promoting the great career opportunities. Dentsu Creative Public Relations has worked closely with DFR since 2015 to craft public affairs strategies that uphold and reinforce this role.


External communications are critical in maintaining public awareness and DFR’s reputation.

Dentsu Creative Public Relations works closely with DFR to develop compelling content involving personal stories of serving members, as well as candidates currently in the recruitment process.

Creating online content, EDMs, print and video as well as developing an assortment of media materials for proactive outreach, we manage 70+ stakeholders across the national DFR network, requiring a deep understanding of the regulated environment they operate within.



  • Dentsu Creative Public Relations has secured and built strong media opportunities including live crosses with Sunrise, Today and The Morning Show, and more than 500 pieces of national, state and regional coverage with a potential reach of 4 million.
  • Communications have driven an increase in culturally diverse recruits. ‘The ADF Surprised Us’ campaign resulted in a 10% increase in culturally diverse applicants, along with a 7.5% increase in female applicants from culturally diverse backgrounds.