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Defence Signals Directorate creative from TV ad
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Protecting Australia’s national security, required a targeted recruitment campaign

Defence Signals Directorate

Cyber Operations


  • Advertising
  • Branding
  • Creative / Design
  • Digital / Social
  • Events / PR
  • Media Planning
  • Photography
  • Print
  • Promotions
  • Research
  • Strategy
  • TV / Video
Defence Signals Directorate (DSD) faces big challenges in recruiting information and communications technology (ICT) staff to its workforce, and in particular, to the very niche area known as information and cyber security.  The organisation has commenced a continuous recruitment program to attract new staff to cyber operations positions to meet its workforce needs.

To attract these highly sought after candidates, the campaign started with the slogan "Play the game no one else can'" and was later replaced with "Cyber Operations Discover a New Frontier" to promote the unique work opportunities available within the organisation.

The jobs were promoted using targeted online solutions which included Facebook, Google and niche IT websites as well as job boards and cinema advertising.