Professionalization of Slovene army presented a significant shift in perception of general public and of potential target group. The army has become one of professional activities of a society, in which a part of population can find its career path. Soldiers are not any more obligatory recruits, but rather “employees” of the Army. Besides recruiting new candidates one of the goals of this campaign was also to improve image of Slovene armed forces.
We have presented profession of soldier as an ordinary job, but containing some specific characteristics. In advertising campaign we have chosen topics of highest interest for potential candidates, such as: outside activities, modern technology, physical fitness, opportunities for career advancement etc. We have adjusted communication to each of the target groups: candidates for professional army, contractual reserve and voluntary military service.
This campaign had an extremely positive reaction in public and it has significantly contributed to improved image of Slovene army and Ministry of Defense. The most important result of the campaign was an increased interest for profession of soldier and for other options of cooperation in professional military. The entire campaign »Military as profession« has harvested a lot of success also at the Slovene advertising festival.
