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

Case Study • APG (UK), Silver, 2021

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.

Counter Terrorism Policing: Extreme measures – How we got people talking about radicalisation

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Counter Terrorism Policing (CTP), a division of the London Metropolitan Police Service, encouraged close friends and family to refer those at risk of radicalisation.

NHS: We are the NHS

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

The NHS, the British national health service, launched a campaign in the United Kingdom to recruit the next generation of nurses, retain its existing workforce and encourage ex-nurses to return.

Counter Terrorism Policing: Extreme Measures

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

Counter Terrorism Policing, a police and intelligence collaboration, reframed the role of the police and changed the media narrative to tackle radicalisation in the UK.

Todaysmilitary.com: Challenging the cyber talent of tomorrow

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Todaysmilitary.com, an American website produced by the United States Department of Defense, significantly improved interest and consideration for cyber careers in the military among a hard-to-reach Gen Z audience.

U.S. Army: In Our Boots – 360 VR experience

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Armed forces branch, the US Army, created a 360 VR experience to show prospects the realities of Army life and drive recruitment numbers in the US.

Mumbai Police: The Punishing Signal

Rankings • WARC Creative 100, 2021

Mumbai Police, the police force in Mumbai, changed the behaviour of drivers and motorists by punishing them for their impatience.

The most awarded work for effectiveness

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for effectiveness for 2020, compiled using our rankings methodology, but not ranked.

The most awarded work for creativity

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for creativity for 2020, compiled using our rankings methodology, but not ranked.

New Zealand Police: The Deciding Question

Rankings • WARC Effective 100, 2021

New Zealand Police, the national police force of New Zealand, attempted to recruit more diverse people by launching a recruitment video answering common questions about becoming a police officer.

National Health Service England: We Are Nurses. We Are The NHS.

Case Study • DMA (UK), Gold, 2020

NHS England, a healthcare service, encouraged more people to consider a career in nursing by using real nurses and patients in its campaign.

Indian Police Forces: #IAmAlsoIndianPolice

Case Study • MMA Smarties, Gold, APAC, 2020

The Indian Police Force, a law enforcement service, increased trust in the Indian police with its digital campaign #IAmAlsoIndianPolice, which encouraged Indians to self-police during the COVID-19 lockdown.

How identifying pain points along the Australian Defence Force's recruitment process led to breakthrough innovations

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

The Australian Defence Force (ADF), a military organisation, addressed three pain points in its recruitment process, which led to innovative breakthroughs.

NHS England: We are Nurses. We are the NHS.

Case Study • Fran Griffin, Sabina Usher, Jane Dorsett, WARC Media Awards, Silver and Cross-Channel Measurement Award, Effective Channel Integration, 2020

The UK's NHS, the world's biggest free-to-residents healthcare system, used a multichannel campaign to inspire the next generation of nurses to apply to study.

NHS England: We are the NHS

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

The National Health Service (NHS), a healthcare service, launched its nursing recruitment campaign We Are the NHS to boost the number of NHS nurses in the UK.

Building a brand fit for the biggest decision of your life: Made in the Royal Navy

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

The Royal Navy, the United Kingdom's naval warfare force, increased recruitment and reaffirmed support amongst those already serving with a five-year recruitment campaign.

Nigerian Air Force NAF: NAF Women of War

Case Study • SABRE Awards, Gold, Africa, 2020

Nigerian Air Force, the air branch of the Nigerian Armed Forces, carried out a campaign tagged Women of War to prove that what a man can do a woman can do better.

US army enlists video games to win new recruits

News • 18 May 2020

US army recruiters, prevented from face-to-face contact with prospective soldiers because of the COVID-19 pandemic, have deployed a new specialist squad to take the recruitment process online – by fighting in Call Of Duty (COD) tournaments.

YouGov Ad of the Month – UAE: Dubai Police

Opinion • BrandIndex, May 2020

During April, Dubai Police saw the highest uplift in Ad Awareness of any brand in the UAE.

City of Fremont: Fremont Police Department turns to microsite to reach job candidates

Case Study • SABRE Awards, IN2, North America, Best SEO/Content Distribution Program (Paid + Organic), 2020

The Fremont Police Department overhauled its recruitment process with the launch of a mobile-friendly, SEO-driven microsite in the US.

Westminster City Council: Armistice Day

Case Study • DMA (UK), Gold, 2019

Westminster City Council, a London local authority, brought the stories of the British and Commonwealth soldiers who died in World War One to people in London at the centenary of Armistice day.

Metropolitan Police: Driving moped crime off the road, one nudge at a time

Case Study • APG (UK), Entrant, 2019

The Metropolitan Police, a British police force, decreased moped crime and snatch-theft in the UK by launching a set of communications that primed moped riders to the risk of theft and prompted action.

Police Now: Take:90 – A Lesson in Anger Management

Case Study • APG (UK), Entrant, 2019

Police Now, an initiative to get young people into policing, helped tackle violent crime in the UK by launching TAKE:90, an initiative that encouraged anger management by taking 90 seconds to calm down.

RAF: The ultimate weapon against advertising stereotypes

Case Study • APG (UK), Entrant, 2019

The Royal Airforce, the UK�s aerial warfare force, increased its budget by addressing gender stereotypes in advertising through a film launched in the UK that highlighted clich�s against real RAF women.

Capita for the British Army: Who dares wins – An unexpected approach to army recruitment

Case Study • APG (UK), Silver, 2019

The British Army, a land warfare force, connected with youth in Britain to drive up applications by reframing opinions of the "snowflake generation".

Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
The impact of coronavirus on millennials and Generation Z

Article • Euromonitor Strategy Briefings, May 2020

Looks at how the outbreak of COVID-19 and its global impact is expected to become another generation-defining crisis for millennials and Gen Z.
The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
2020 Social Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, July 2020

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
Top Trends in Media and Society for 2021

Article • Dan Calladine, WARC Webinars, January 2021

Dan Calladine, head of media futures at Carat, discusses key insights from its recently released annual report which highlights twelve societal and media trends – and their implications for brands.