Royal Air Force: Find Something More

The Royal Air Force (RAF), in collaboration with creative company House 337, has launched its most ambitious recruitment campaign yet for the RAF Reserves. The groundbreaking campaign, live from February 24, 2025, marks a significant milestone for the RAF Reserves with its largest media spend to date and introduces an innovative approach to geo-targeting designed to reach new audiences. The campaign, titled ‘Reserves - Find Something More’, is a full-funnel initiative aimed at inspiring individuals aged 18–45 to consider part-time service in the RAF Reserves. The campaign is built upon the insight that as people progress into adulthood, their sense of identity becomes narrower and more defined by their social and professional roles. Rather than looking for escape from their 9 to 5, potential Reserves recruits are looking for something deeper - a way to enhance the lives they already have and to break out from an increasingly ‘set’ identity. They are looking for something more.