RAF recruitment: Fighting for the few

1995-6 recruitment campaign. Budgets for 1992-94 had been low and applications had fallen off. Research showed that attitudes of young people in the UK no longer matched the assumptions made by current recruitment strategy. Print campaign was developed and media spend increased. Response rates seen to rise dramatically and costs per response fell. Interest and applications rose delivering 92% of the plan by end of 1995. With a higher budget in 1996 cinema and radio was added to the press