Recruitment campaigns for the New Zealand Defence Force usually focus on patriotic duty or the diversity of experiences on offer. But for its latest push, it's focusing on fitness and, with the help of Saatchi & Saatchi and Roam Creative, it has created an app called Force Fit that lets potential recruits ensure they're fit enough to pull on a uniform.
The app, which is available as a free download for both Android, iPhone and in PDF form, offers expertise from those already in the Navy, Army or Air Force in the form of a six week programme that will help new NZDF recruit candidates get ready to take their initial fitness tests to join. But it's also about helping all New Zealanders get fitter, and it doesn’t require any equipment or a gym membership.
As it says in a release: "TheNZDF is by necessity, one of the country’s fittest organisations. Despite excellent fitness levels amongst the active members of the armed forces, recruiters around the country have observed a growing number of young New Zealanders, interested in joining the NZDF, not achieving the entry level fitness test."
Chief of Defence Force, Lieutenant General Tim Keating, says fitness is a really important issue and on any given day its people might be asked to push themselves and their equipment to their limits as they respond to a crisis or catastrophe at home or abroad.
"So it’s something we take seriously and we make sure our people have the support they need to help keep them in top condition. Defence Force personnel are passionate about New Zealand, that’s why they have committed to doing the extraordinary task of serving and working to keep New Zealand secure. We can see that keeping fit and staying healthy is a growing struggle for many New Zealanders, so we felt an obligation to do something that would not only help prepare our recruits, but could also inspire the whole country to join us in making fitness their mission."
To promote the app, it's launched an entertaining clip by Gorgeous Films of a roving band of uber-fit military types with their t-shirts tucked into their pants ambushing walkers and runners on Auckland's waterfront. And it's also using Adshels, outdoor exercise events and ambient signage around the country to help encourage the nation to get active, with the support of the app. NZDF Physical Training Instructors (PTIs) will also be on hand at the Fidelity Life Corporate Challenge series of events taking place in Christchurch, Wellington and Auckland this month.
“It was important to present the Force Fit app in a way that stayed well clear of military stereotypes – boot camps, drills and all that 'no pain, no gain' rubbish," says Saatchi & Saatchi creative director Slade Gill. "This is about a modern, forward-thinking Defence Force sharing their fitness expertise with everyday Kiwis and doing it in an inclusive, accessible way."
NZDF has also been offering fitness tips through YouTube for a few months now.
New Zealand Defence Force
Commander Wayne Burtton – Director of Defence Recruiting
Xanthe Prentice – Marketing Manager
Elsie Boss – Marketing Coordinator
Chantal Fisher – Marketing Coordinator
Captain Karen Tribbe – Business Projects Officer
Saatchi & Saatchi
Corey Chalmers – Executive Creative Director
Guy Roberts – Executive Creative Director
Slade Gill – Creative Director
Arnya Karaitiana – Senior Art Director
Neill McAlpine – Senior Digital Creative
Dave Sylvester – Senior Copywriter
Ross Davies – Senior Designer
Rob Flynn – Senior Designer
Emily Drake – Art Director
John Paul Twaalfhoven – Copywriter
Lorraine Guerin – Digital Production Director
Ian Hulme – Senior Strategist – Digital
Alexis Mousse – Senior Account Manager
Tim Turner – Digital Producer
Steven Ashby – Flash Developer
Anna Kennedy – Agency Producer
Tomas Cottle - Animation
Tias Somers – Studio Manager
Nick Browne – Retoucher
Pip Reeves – Mac Operator
Wendy Schrijvers – Business Director
Abi Jackson Burks – Senior Account Director
Abigail Skelton – Senior Strategist
Becky Kusel – Account Executive
Fee McLeod – Digital Client Director
Isobel Kerr-Newell – Communications Director
Application Developers - Roam Creative Limited
Ben Morreau - Director
Chris Moore - Director
Zac Adams - Developer
Josh van den Heever - Developer
Tamara Robinson – Media Planner
Video Production Company - Gorgeous Films
Edwina Monaghan – Executive Producer
Rowan Webb - Director
Ollie Dale, Kent Belcher, Fabio Oliveira, Zac Blair – Camera Team
Zac Blair – Editor
Video Sound Design – Liquid Studios