New recruits just ain’t what they used to be
Today’s passive lifestyle leads to poor health and a poorer quality of life. And this was also affecting the Swedish Armed Forces. New recruits no longer meet the same standards as their predecessors, with many recruits dropping out early due to poor health. But The Swedish Armed Forces has been a training expert for hundreds of years and DDB Stockholm decided to re-launch the SAF’s training philosophy in a modern way. They created a complete, easily accessible and intuitive training tool for everyone that went on to become the third largest training club in all of Sweden.