New Forces Ads Push Arctic Sovereignty, Border Security Themes

by NationTalk on April 17, 2008718 Views

Revamped website targets combat-ready young people looking to Fight with the Canadian Forces

NR-08.025 – April 15, 2008

Ottawa- The Canadian Forces (CF) today unveiled the latest generation of its successful recruitment advertising campaign, Fight, which shows the military’s strong commitment to both arctic sovereignty and border security. A revamped Canadian Forces recruiting website is also being launched today ( aim of these new ads is to showcase the vital role the Canadian Forces play in defending Canada’s Arctic and securing our borders in the hopes of inspiring young men and women to join the military ranks,” stated Minister MacKay. “These latest advertisements are the second phase of a highly successful recruitment drive and demonstrate our Government’s commitment to a strong and proud military.”

The latest Fight advertisements focus on two important roles for today’s military: the joint effort of the Navy and the Royal Canadian Mounted Police (RCMP) to monitor and protect our waters; and secondly, members of the Air Force, Army and Canadian Rangers working in tandem in a search and rescue mission in Canada’s North. The ads will be seen on television throughout this spring – including in the 2008 Stanley Cup Playoffs.

“Just as the previous ads in the Fight campaign, these new advertisements demonstrate the reality of serving in today’s Canadian Forces,” declared General Hillier. “They showcase some of the more than 100 full- and part-time career opportunities available to Canadians.”

The revamped website – – is also now more modern, hi-tech and interactive, offering visitors a unique online experience and providing those interested in a career with the military access to the latest information regarding educational and training opportunities.

The initial phase of the Fight campaign received accolades as the winner of Marketing Magazine’s 2007 Top Marketers award.

Last year, the first full year of the Fight campaign, the CF reached 103% of its recruitment goal and enrolled 12,862 new recruits. This latest campaign builds on the Government’s commitment to increase enrolment by 13,000 regular and 10,000 reserve personnel by 2010.

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