How we helped the next generation find confidence that lasts in the British Army

The British Army, a principal land warfare force, launched a recruitment campaign in the UK to show how the army offered a personal benefit to young people that appealed to their desire, not just for physical growth but personal growth.

Campaign details

Brand: The British ArmyAgency: Karmarama

Summary

The brief for Amy recruitment is an intimidating task for any strategist.

With the nation's security and tax-payers money at stake, the pressure to succeed is huge.

And as one of the nation's oldest institutions trying to recruit the young generation Z, it's no simple task.

When the brief for the Army's 2020 recruitment campaign landed, we felt the familiar niggle of selfdoubt that plagues so many strategists.

'Will this be the time we're finally 'found out'?' the imposter-syndrome-gremlins asked.

This is a story of how strategy used the...

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