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Nothing On The Horizon? Navy Expand Your Horizons

Date: 2002
Overall: 590 x 420 mm, 0.02 kg
Medium: Ink on paper
Credit Line: ANMM Collection Transfer from Defence Force Recruiting
Classification:Posters and postcards
Object Name: Poster
Object No: 00037536

User Terms

    This poster was produced by Defence Force Recruiting in 2002 to promote the Royal Australian Navy as an attractive career choice to young Australians. The poster was produced as part of a larger thematic marketing campaign consisting of television and cinema advertisements, online advertising and print material promoting all three arms of the defence force: the army, air force and navy. The slogan 'Nothing on the horizon?' and the tag line 'Navy Expand your Horizons' is designed to persuade the potential recruit to join the RAN by thinking about their future and consider their options by visiting the Defence website. This poster features the ANZAC class frigate HMAS ARUNTA.
    SignificanceThe design and message of this poster reflects the way in which the Royal Australian Navy marketed itself to prospective recruits in the early 21st century. Advertising agencies were contracted to produce savvy media campaigns to persuade young people to consider a military career and hopefully follow through and join the armed forces.
    HistoryPosters have long been used by government authorities to promote and persuade young people to join the armed services. During wartime recuitment posters have generally focused on the defence needs of the nation and the duty of each eligible young person to defend and serve their country. More recent material focuses on the attractive lifestyle and educational options available to potential recruits. Attracting new recruits to the RAN is a challenge for the Australian government especially during times of economic prosperity and nearly full employment.

    In 1999 the Australian Defence Force began an extensive advertising campaign involving cinema, radio, television, internet and print media. This was linked with the launch of a new website. In 2001 the Australian Defence Force spent 41 million dollars on advertising campaigns. In an increasingly sophisticated media market the Defence Force continues to contract professional designers, web consultants and advertising agencies to entice young men and women to join the RAN.

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