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RAF drive engagement with potential recruits on Altitude website

RAF drive engagement with potential recruits on Altitude website

The RAF has for the first time, released a real life RAF Medical Emergency Response Team (MERT) mission in Afghanistan on its Altitude website ( which is targeted at teenagers in full time education who are interested in a career in the RAF.

The objective is to get potential recruits closer to what life is like in the service and encourage them to venture deeper into the Altitude website via video footage of this mission and a first person interview with personnel who were on the mission.

Tullo Marshall Warren (TMW –, part of the Creston group, who have designed and provide content for the Altitude website, are behind the idea to feature the military operation. They have designed the content and functionality from video footage supplied, including drafting the script detailing the mission stages, providing maps of Helmand Province; and created the highly interactive sub-sections outlining mission objectives, aircraft deployed, key personnel involved and vital equipment used.

The MERT mission - called Operation X – that has been uploaded to Altitude sees the RAF team respond to an emergency call to a young boy who has stepped on an improvised explosive device (IED). From the emergency call coming in, to airlifting the casualty, to his arrival in hospital the site documents each stage of the mission along with a timeline, audio and written script which the user can control every step of the way. At any stage along the timeline users can delve deeper into the sub-sections of the site to view critical elements of the mission, such as aircraft deployed which shows video of the aircraft involved and lists their specifications. In the vital equipment sub-section users have a 360 degree view which they can control to get a closer look of the body armour, medical kit and oxygen canisters. Operation X is being communicated on the home page of the Altitude website and in the monthly enewsletters all members receive.

Adam Proctor, Digital Media Manager for RAF Recruitment Marketing, commented: “TMW’s idea to feature Operation X on Altitude, and produce highly creative interactive content around it, has generated an up-close engaging real life experience that the teenage audience won’t have seen yet. It’s another vital ingredient to the site that will encourage them to consider a career in the RAF after their studies.”

Helen McClane, Account Director at TMW, said: “Altitude members are young, media savvy teenagers, so it was imperative that we designed content that was dynamic, interactive and met their expectations. We hope to be working on uploading more real life missions in the future to further communicate the excitement and rewards of a career in the RAF.”


About TMW TMW, founded in 1987 by Paul Tullo, Richard Marshall and Chris Warren, is one of the largest digital and direct marketing agencies within the UK and Europe. It offers clients a full range of services from strategy and planning through to creation, implementation, measurement and evaluation. With specialised departments including insighttmw (database management and analytics), publishingtmw (customer magazines and online content), activationtmw (experiential, retail and promotional marketing), tmwdigitalhealth (healthcare marketing) and Planning & Intelligence, it is able to offer sophisticated solutions to clients’ marketing communications needs. The agency works with some of the most respected brands in the UK and globally, including Nissan Europe, Unilever, T-Mobile, Diageo, RAF and Dubai Holdings.

In 2006, TMW joined Creston plc, the FTSE-listed insight and communications group, comprised of eleven agencies, which have been grouped into three divisions: Insight, Communications and Health. The Communications division is jointly led by Chris Warren, CEO of TMW and Richard K. Warren, Joint CEO of Delaney Lund Knox Warren and also includes EMO, The Real Adventure and Nelson Bostock Communications.

For more information visit and Media contacts: Lorna Webley at Loudmouth PR. Tel: 01494 472226 Susan Perolls at Loudmouth PR. Tel: 0207 981 9858

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