Yes. You. Can.

In their first campaign for the Irish Defence Forces, The Public House shift focus from armament to empowerment.

The Public House lives by the mantra that ‘Boring Doesn’t Sell’... but what does ‘boring’ look like when you’re advertising a client like the Defence Forces?

In this case it’s the usual things seen in campaigns all over the world for clients of this nature: action, armament, and adrenaline.

In their new campaign, the first collaboration between the independent creative agency and The Irish Defence Forces, those three things take a back seat to an emotional story that will be all-too-familiar to women all over Ireland.

The campaign, which will run across TV, VOD, OOH, Social, Radio, and Press, encourages people to ignore the little voice inside their heads which sews the seeds of self-doubt.

The suite of communications is designed to replace that nagging doubt - which so often forces potential Defence Forces candidates to self-exclude, with the empowering knowledge that ‘YES YOU CAN’.

In a problem not unique to Ireland, female recruitment has long been a difficult ask for the Defence Forces. This campaign puts women in the foreground - and features a host of inspiring female members of the Defence Forces, across the Army, Navy, and Air Corps.