Campaign details

Agency: Karmarama

Soldier stereotypes continued to put off applicants – a sense of belonging was missing for too many people.

To increase applications further, the British Army needed transform who society thought a soldier should be.


The strategy set out challenge society's perception of being soldier today – and recognised that the crunch point in marketing is when a consumer thinks: "Is it for me?"

And this revealed a problem: Young people had major barriers to seeing themselves in the Army in two areas: Ability and inclusion

For applicants, the "is it for me?" question would be challenged by at least one stereotype in the "ability" or "inclusion" arena.

Soldier interviews revealed that the sense of belonging was key, fostering support because soldiers would instinctively help each other physically and emotionally.

And the sense of belonging fostered inclusion: The trust and reliance you need transcends race, religion and sexuality differences.