Danish Ministry of Immigration & Integration

Challenge: How do you motivate young 2nd generation immigrants to apply for a career in the danish army and police? Solution: Activation of 2nd generation immigrant rolemodels from the army and police - starring in films and roadshow around colleges in Denmark. Film & target group insight: Young immigrants feel great pressure from parents to study for traditional/boring jobs like doctor and engineer or more traditional/boring job training with salary. Results: Index 200 of new applicants and visits to the special recruitment site.