Aussie Military Launching New Recruiting Campaign

The Australian defense department has started a new campaign with a “Superman” motif to recruit reservists, the first big effort like this in seven years.

Its plans includes TV ads, movie ads, billboards, newspaper and magazine advertising, and of course the career site, featuring people lifting up their shirts to show military uniforms underneath.

The site plays up the potential for good benefits, travel, community involvement, and personal growth — the latter, for example, exemplified by the prominent quote from a reservist on the site saying: “I wanted an opportunity to step out, try new things, and push myself.”

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The Australian Army hopes to use the campaign for at least three years.