Helping a new generation find where they belong in the British Army

The British Army, a British land warfare force, increased the number of applications it received after launching a compelling story-based campaign to reach a broader group of young people.

Campaign details

Brand: British ArmyAdvertiser: Capita, for the British ArmyAgency: Karmarama; MediaCom

Summary

Applications to join the British Army were plateauing. With social, political and demographic factors diminishing the recruitment pool, it needed to broaden its pool of potential applicants. Through insight, bespoke research and data analysis, it uncovered a new and surprising benefit with universal appeal - the sense of belonging. Storytelling channels, such as TV, cinema and VOD, showcased moments of authentic camaraderie and strong bonds, while using targeted media and executions helped exhibit a range of individual motivating factors for different audience...

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