Capita Plc: Challenging perceptions of life in uniform - creative development for The British Army’s ‘This is Belonging’ recruitment campaign

Capita plc, a British business process outsourcing company, used interviews and group discussions to identify whether the British Army's 'This is Belonging' campaign was resonant with diverse audiences.

Overview

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...

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