Royal Air Force direct mail case study

Tullo Marshall Warren helped the Royal Air Force drive footfall to a recruitment event day for its all-male infantry with a powerful piece of direct mail.

It initially attracted the attention of the target audience – men aged 18-24 – by sending them a condom. The mailing went on to describe military uses for condoms, from emergency water carrier to protecting gun barrels from dirt and sand.

The campaign picked up media coverage in The Sun under the headline 'Roger and In' and produced more interest than a whole summer's worth of touring events.