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.
Strategy
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...