Recent military recruitment campaigns in Sweden, such as the 2024 “You have what it takes” campaign by Nord DDB, focus on inclusivity and highlight everyday teamwork rather than traditional combat imagery to attract a diverse range of recruits, particularly young women. So, the Swedish military recruitment ad was created without featuring a single soldier, weapon, or battlefield.
Without featuring a single soldier, weapon, or battlefield, the ad shows a woman giving a friend a piggyback across a bridge. Up flash the words, “Marching with a heavy bag….You have what it takes.”
The agency’s goal has been to provide a realistic view of military life, moving away from exaggerated or fictional portrayals. This campaign utilized a smartphone app with 35 assignments to simulate military jobs, allowing potential recruits to experience the true nature of the armed forces.
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Related: Historical Swedish Military Rearmament Plan
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Enlisting in the military is obligatory in Sweden; however, according to the regulations, “free will and motivation” must be given strong consideration in recruitment. At the same time, as many as a third of 18-year-olds answer “I don’t know” when asked if they are interested in military service. With conscription partially based on voluntary enlistment and an increasing need for recruits, this presents a clear challenge.
At a time when Sweden is rapidly rearming, this campaign is specifically targeting young women, who make up less than 20 percent of recruits.
Recent campaigns, such as one during Stockholm Pride, according to Sveriges Radio, used the slogan “come as you are,” emphasizing that the military is an inclusive organization regardless of gender, background, or sexual orientation.
The purpose of the communications campaign was partly to inform people about conscription and partly to motivate more people to enlist. As young people from non-Nordic backgrounds are generally particularly difficult to reach with official communications, this was a target group that was important to reach and influence.
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Related: In Case of Crises or War in the Nordics
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The goal of the Swedish Armed Forces is to have 30 percent of its recruits be women by 2030. “You have what it takes” was conceived with this plan in mind.
Some recruitment efforts highlight that skills needed in the military, like responsibility and teamwork, are also valuable in civilian life, as seen in a campaign by McDonald’s that drew parallels between military service and “Donkey” duty.
In 2024, women made up 19 percent of the Swedish armed forces, down from 24 percent in 2023; however, the numbers are heading in the right direction.
Swedish Military Recruitment Ad Without a Single Soldier, Weapon, or Battlefield, Tor Kjolberg reporting.