The RAF turns Monday morning into a recruitment pitch

Wonderhood Studios has launched the first recruitment campaign dedicated specifically to the RAF Regiment, targeting 16–24-year-olds with a message centred on escaping the monotony of working life.

Titled What Does Your Monday Look Like?, the campaign reframes Monday morning as a point of contrast between the routine of civilian work and the variety of life as an RAF Regiment Gunner.

Its hero films use first-person footage captured by serving Gunners using body-mounted GoPro cameras. The footage was collected over several months rather than filmed through a conventional production, with the resulting films using a deliberately raw and energetic visual style.

The campaign runs across YouTube, Meta, Snapchat and Reddit, with paid social activity concentrated on Sundays, Mondays and Tuesdays. Out-of-home activity will run on Mondays and Tuesdays during evening commuting hours.

Tracey Broome, Wing Commander at RAF Recruiting and Selection, said the campaign aims to show prospective recruits the range of skills, challenges and environments involved in the role.

Matt Rhodes, chief commercial officer at Wonderhood Studios, said the campaign was designed to let audiences “experience that contrast first-hand” by putting them directly into the Gunners’ perspective.

The campaign forms part of the Royal Air Force’s wider recruitment activity.

Watch the campaign film here.