Defence Force Recruitment - Campaign in support of AFL 2009 sponsorship arrangements

As part of its recruitment activities, the Army has a sponsorship arrangement with the AFL to capitalise on the AFL's strong following amongst the 17-24 age groups, which is the Defence Force Recruiting target market. The sponsorship saw the development of the AFL Army Award, which recognises and rewards the common values of the Army and the AFL. The advertising campaign is designed to promote the sponsorship and encourage AFL supporters to vote for nominated players for the AFL Army Award, with the overall objective of attracting members of the target audience to consider a career in the Australian Defence Force.

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