Capita, for the British Army: Effective and impactful strategy

The British Army launched a five-year long campaign showing the softer side of soldiers to increase applications and build long-term positive perceptions.

Executive Summary

Each year, the nation's safety and security relies on British Army recruitment and marketing is fundamental to its success. Over the last 5 years, that task has gotten even harder. With limited budgets, a shrinking audience and diminishing media impacts we knew we had to sweat every pound of investment - and creativity - to hit our target.

In that time, we have been at the mercy of seismic changes in our recruiting context - from the changing face of warfare, new minsters with new priorities and changes to the work/life relationship. And of course, a pandemic where...

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