The British Army: This is belonging

The British Army, the principal land warfare force of the UK, increased applications by creating a video campaign that told the stories of real soldiers.

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...

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