The Dutch armed forces are always looking for new personnel and with this campaign for women specifically. We used the prejudice among men about women in the army, navy or airforce to show how stupid these are. Even the minister of Defence at the time joined in. The campaign consisted of this mean-tweet content part, three portrait videos and an influencer/social media and PR offensive. And it worked, 35% more women considered a career in the armed forces after the campaign.  

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