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No Room For Clichés – RAF Channel 4 Diversity Award Advert

21 February 2019

Royal Air Force and Engine challenge how women are portrayed in advertising with their new ad ‘No Room for Clichés.’ The advert was produced having won the 2018 Channel 4 Diversity in Advertising award.

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Challenging the portrayal of women in advertising is not just a moral imperative but something critical for the RAF’s recruitment needs. Our research shows that women are half as likely to consider a career in the RAF than men, which means that, by limiting women’s ambitions, the stereotypes reinforced by advertising end up narrowing our pool of candidates. As the first branch of the British military that has opened up every role for women, including the ones involving close combat, the RAF is well placed to challenge this issue. By using advertising clichés that people can easily recognise and contrasting them with real women working at the RAF, we want to inspire more women to consider a job at the RAF first and foremost, but also have a broader impact by calling out the advertising industry on its lazy and harmful use of clichés.

Director Sara Dunlop says:
This campaign was so satisfying to be involved with. By calling out the cliches, celebrating the incredible real women that work in the RAF this campaign also became my own personal stand against all the female advertising out there that continues to patronise its audience. I guess I wont be getting sent those scripts anymore after this!

Engine' s Louise Hayward, Client Managing Director commented:
Gender parity will lead to a more effective RAF, and I’m incredibly proud to contribute to achieving that, whilst simultaneously challenging the often lazy portrayal of women in advertising. I have been humbled by the incredible women in the RAF I’ve met, and impressed with the fact that their gender is totally irrelevant to meeting the significant challenges they face every day”.

Full credits:
Client: Royal Air Force
Title: No More Clichés
Agency: Engine
Chief Creative Officer: Billy Faithful
Creative Director: Christopher Ringsell
Creative: Olly Courtney
Agency Producer: Nosisa Majuqwana
Account Handling: Joe Bowen-Hall, Richard Williams, Louise Hayward
Strategy: Ronaldo Pegorara, Georgina Murray-Burton, John Crowther, Matt Rhodes
Media Agency: Manning Gottlieb OMD
Production Company: Rattling Stick
Director: Sara Dunlop
Producer: Tess Mitchell
DoP: Nanu Segal
Editor: Bill Smedley @ Work Post
Sound Design: Aaron Taffel @ Grand Central Recording Studio
Post-Production Company: Absolute Post
Executive Producer: Sally Heath
Post Production Producer: Geri Krasteva
Creative Partner: Phil Oldham
Grade: Matt Turner
2D Lead: Lora Nikolaeva
2D Assist: Jack Kennedy, Elliot Platt & Otis Guinness-Walker
Graphics: Blind Pig
RAF Recruitment Marketing: Paul Harris, Rebekah Selman, Simon Briggs

Production Department, London

+44 (0) 20 7851 6700

Head of Marketing & PR

Contact Name
Antoinette de Lisser
+44 (0) 20 7851 6700