In time for blockbuster season: launch of national recruiting advertising campaign for the Canadian military

News Release

June 21, 2017 – Ottawa – National Defence / Canadian Armed Forces

Strong, Secure, Engaged, Canada’s new defence policy, recognizes that the long-term success of Canada’s military depends on the women and men who make up the Canadian Armed Forces (CAF). Improving the recruitment, retention, and training of personnel to capitalize on the unique talents and skill sets of Canada’s diverse population is a Defence priority. With the

Summer blockbuster season approaching, the Department of National Defence (DND) and the CAF are debuting a new national recruiting advertising campaign in support of this priority.

The “Dare to be Extraordinary” campaign, which will air in Cineplex theatres across the country beginning on June 23, is designed to appeal to millennials and is part of a broader effort to ensure that there is greater awareness and a better understanding of the 100+ full- and part-time job opportunities in the CAF. Each scene begins with a close up of an individual and pulls back to reveal that it is a military member working in an extraordinary setting – for example, a medical technician providing essential health care in a portable clinic, a specialist working on a satellite in a remote location or a helicopter pilot executing a precision landing just in time to save a life.  

The ad not only speaks directly to millennials, but also provides them with a sense of the many advantages of life in the military – paid education, travel, humanitarian assistance – and inspires them to find out more.

The “Dare to be Extraordinary” campaign is also running on Facebook and YouTube, beginning in June, and will be expanded to include other digital channels used by millennials. It is designed to run over a number of years and sets the stage for subsequent and more targeted campaigns aimed at showcasing priority or in-demand occupations in the CAF, promoting a career as a reservist, and making a career in the CAF more attractive to women. 


"The new advertising campaign will help to kick-start efforts to ensure that we have a dedicated, motivated and highly skilled CAF, to defend Canada and promote Canadian values and interests at home and abroad.”

Lieutenant-General Charles Lamarre, Commander, Military Personnel Command

Quick Facts

  • Defence is taking action to improve the recruitment of personnel by:

    • Reducing the time the CAF recruiting process takes – from enrolment to basic recruit training – by reforming all aspects of military recruiting; and making sure that new recruits do not get lost in the system.
    • Improving recruitment and retention practices with diversity as a core institutional value to better reflect Canada’s diversity, and better leverage the range of skills of Canadians.
    • Prioritizing recruiting and retaining under-represented populations including, women, Indigenous Peoples, and members of visible minorities. The goal is to achieve 25 per cent representation for women, 3.5 per cent for Indigenous people, and 11.8 per cent for visible minorities.
    • Prioritizing recruitment into highly technical domains, including space and cyber space, and the operation and maintenance of sophisticated equipment, such as remotely piloted systems.
    • Restoring the Royal Military College Saint-Jean as a full degree-granting institution.
    • Increasing the capacity of the Canadian Forces Leadership and Recruit School, and its supporting organizations, to accommodate growing the Forces and the influx of recruits. 

Associated Links


Media Relations
Department of National Defence
Phone: 613-996-2353
Toll-Free: 1-866-377-0811

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