TUESDAY 17 APR 2018 9:47 AM


From 1917, women could serve in the Royal Navy as part of the Women’s Royal Naval Service (WRNS.) Colloquially known as the Wrens, this milestone marked a long tradition of female participation in one of Britain’s most iconic organisations and continued until 1993, when women were fully integrated into the service’s structure.

Despite now serving across the whole service including the Royal Marines, however, women still only comprise around 11.6% of the Royal Navy.

To rectify this discrepancy and encourage more females to consider a career in the Royal Navy, London-based marketing agency WCRS has launched a recruitment campaign for the organisation. Focusing on real-life recruits and inspiring stories, the campaign highlights the organisation’s progressive internal culture and chances it gives employees to develop, both personally and professionally.  

Through ‘Louise’s story,’ the biographical television advertisement follows new recruit Louise as she confronts gender expectations and begins life as a Royal Navy recruit. Running alongside Louise’s story is another campaign, ‘Modou’s story,’ aims to communicate the benefits apprenticeships can bring to those undecided on their future careers, and the service.

Paul Colley, head of marketing at the Royal Navy, says, “The Royal Navy prides itself on being an organisation in which individuals can reach their full potential, regardless of gender or background. Our latest ‘Made in the Royal Navy’ films show the wealth of opportunities that the navy provides for all recruits.”

For Orlando Warner, WCRS creative director, working with the Royal Navy offered a unique opportunity to work with an organisation long recognised as an equal opportunities employer. In 2016, for example, the navy was recognised by LGBT rights charity Stonewall in its ‘Top 10 Employer in Equality Index.’ It is also recognised as going above and beyond in addressing the disparity between male and female recruits, often symptomatic of historic organisations such as the military.

Wanrer says, “This brief presented a great opportunity to celebrate the Royal Navy as an equal opportunities employer and an organisation committed to the personal as well as professional development of its recruits. With the help of director Greg Hackett, we’ve created two emotional films that showcase the thrilling possibilities available to anyone joining the Royal Navy today.”

Launched last month, Laura’s story and Modou’s story coincided with International Women’s Day and National Apprenticeship Week respectively. Following the success of the organisation’s ongoing ‘Made in the Royal Navy’ campaign, the use of digital to enhance the Royal Navy’s internal brand shows its progressive nature and taps into a new generation of potential recruits.                                 

For more from Communicate magazine, follow us on Twitter @Communicatemag