Scenic New Campaign Highlights the Bonds Built within the British Army

Tomorrow, the British Army will launch a new national recruitment campaign developed in partnership with Karmarama and Capita. ‘This is Belonging’ centres on inspiring more people to belong to one of the most respected organisations in the world, and think about a job that will make a positive difference.

Building on the success of last year’s personal growth-focused ‘Become a Better You’ campaign, this year’s recruitment drive focuses on authentic human experiences, and highlights the unique bonds developed in Army life that help you face tough challenges and grow. 

The 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 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 touchpoints to deliver Connected Creativity for The Army.

Major General Tim Hyams, the General Officer Commanding the Army's Recruiting and Training Division said, "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."

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.”