Capita is responsible for facilitating British Army recruitment, tasked with encouraging more people to apply to join as full-time Regular Soldiers or part-time Reservists; Capita works with advertising agency Karmarama to create advertising that engages potential recruits.

In January 2017, The Army's 'This is Belonging' campaign launched across Broadcast, Out-of-home and VOD. It has been demonstrably successful in helping to generate applications, with Regular and Reserve applications increasing across both Soldier and Officer classifications. Tracking scores for awareness and message understanding are high across target audiences.

The Nursery Research & Planning has partnered with Capita and Karmarama on a series of research programmes that have informed, developed and evaluated 'This is Belonging' as it has progressed from initial idea to final production. The campaign would not have happened without a credible programme of research to support it, inspiring confidence that the campaign would succeed and optimising its delivery.

Influencing the creative idea