The British Army launched a national campaign over the weekend, developed in partnership with Karmarama and Capita. “This is Belonging” is significantly more subtle and emotionally involving than the usual flash, bang, wallop, approach we're used to seeing in similar campaigns. Instead of inferring everyone who joins the Army is going to become an action hero, it focuses on inspiring more people to 'belong' to one of the most respected organisations in the world, and think about it as a job that will make a positive difference. It's this sense of duty and belonging that they've really chosen to double-down on, and it's resulted in some surprisingly effective work. Building on the success of last year’s personal growth-focused “Become a Better You” campaign, this year’s recruitment drive focuses on more authentic human experiences, highlighting the unique bonds developed in Army life. The work comes from the insight that the vast majority (81%) of UK adults believe it’s important to actively contribute towards a worthwhile cause. This latest insight-led campaign for the Army calls on young people who want to be part of something bigger to act on these ambitions, and consider a career in the armed forces.
The TV ads and online content shine a light on authentic moments of real belonging in the army, sometimes extremely challenging, sometimes more relaxed. The data-driven social and display activity delivers personalised messages tailored to the aspect of belonging that will most appeal to individual audiences. Inspired by interviews with new recruits, the radio shines a light on the supportive nature of belonging to the army, sharing stories of getting over shyness to being given a morale boost to get through difficult physical training. The activity also spans outdoor, online display, a mobile-first website and nationwide experiential, bringing together all customer experience touch-points to deliver Connected Creativity for The Army. Media planning on the campaign was through Mediacom and the spots were directed by Henry-Alex Rubin through Smuggler, with post-production by MPC.
Nik Studzinski, Chief Creative Officer at Karmarama, said: “With another tough brief to cut through common misconceptions and broaden The Army’s appeal to a wider audience, we needed to create an authentic yet still surprising message for The Army. We decided to highlight real and authentic army contexts and moments that clearly show the importance of being part of a strong and selfless family that accepts you for you, and gives you the chance to work together for a meaningful purpose.” Major General Tim Hyams, the General Officer Commanding the Army's Recruiting and Training Division, added: “Life in the British Army develops unique and lasting bonds of friendship. This sense of belonging is central to the opportunity we offer to those who wish to pursue a career in an organisation that makes a positive contribution to society.”