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Do More. Be More

At a time when the Army needs to recruit more reserve soldiers, awareness of the Territorial Army is lower than ever. An understanding of the vital role played by members of the Territorial Army, who also hold down civilian jobs, really needs to cut through.

Our advertising campaign sets out to first outline the role of the TA. Secondly it illustrates graphically the challenges and sense of achievement enjoyed by TA soldiers.

To get the message out there, we filmed a team of 23 soldiers on a mission to construct a giant poster in the heart of the Brecon Beacons. Amid challenging winter conditions, they showcase how far from the every day life, a role in the TA can be. It illustrates how in order to be more, TA soldiers do more.

The campaign runs across TV, outdoor, extended online content and has a significant social media component.