DIRECT CHOICE: Royal Air Force

Inside, the tablets in the traditional brown bottle carried a prescription for a less regimented working life - one that I am sure, if you are a doctor working long hours within the NHS, would be worth reading. The label on the bottle offered remedies for itchy feet, tunnel vision and repetitive strain injury. The recommended treatment is to become an RAF doctor and look beyond the preconceptions that service life might offer.

The pack clearly illustrates how aware the service is of offering opportunities that are both appealing and exciting. These relate to the work front as well as to part of a wider social life.

Quirky, relevant and eye-catching, the innovative design of the creative was supported by some eye-opening copy. If this is targeted at recently qualified medics with no family ties then I'm sure it is has done well.

This article was first published on Marketing