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The campaign, consisting of four press executions, will run in a range of ethnic titles including Asian Women and Pride and other glossy magazines such as Company and Maxpower. An accompanying testimonial-style radio campaign will run on stations including Kiss and Galaxy.

The ads show photographs mimicking a fashion shoot with youth people from ethnic minority groups.

The strategic aim was to try to communicate both that the RAF wants people from ethnic minorities, and that the RAF provides an environment for great personal achievement - fitting in with the existing RAF recruitment branding: "Unlocking your personal potential."

Alistair Wood, the creative director at JWT, said: "It communicates a sense of personal achievement and pride without being arrogant or alienating."

The ads were written and art directed by Ken Muir and Anthony Smith and photographed by Olivia Beasley. Media buying was through MediaCom.

Dan Fallon, the associate director of Manning Gottlieb OMD, which handled the planning, said: "We are using the ethnic youth press and the more ethnically inclusive mainstream youth press. For radio there is a similar approach with both the ethnic stations and the more urban- contemporary shows put out at weekends and evenings by the mainstream stations. The campaign will run until May."

From October last year, ethnic minorities accounted for only 1.3 per cent of the RAF at 574 - 142 of which were officers. Total RAF personnel numbered 53,203.

The campaign follows on from the press work JWT produced for the RAF in June last year.