• News (37)
    Campaign (03 Jan 2019)

    British Army's new campaign aims to recruit 'snowflakes' and gamers

    THE BRITISH ARMY's latest recruitment campaign aims to overturn negative stereotypes of young people and demonstrate how they could have a job with purpose. Created by KARMARAMA, the continuation of its 'This is belonging' campaign includes three spots which show how the 'weaknesses' of millennials and Generation Z can be strengths in the army. The campaign, which looks to solve the army's recruitment shortfall, also includes posters in the style of World War Two recruitment ads, which call out to so-called 'binge gamers', 'selfie addicts', and 'phone zombies' and show how the army in turn needs their drive, confidence and focus, respectively. MEDIACOM handled media planning and MANNING GOTTLIEB handled media buying for the campaign. 

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    Marketing Week (26 Jan 2018)

    British Army hopes criticism around campaign will help attract more diverse recruits

    THE BRITISH ARMY has launched its latest campaign despite it receiving criticism for being too soft. The 'This is Belonging 2018' campaign by KARMARAMA shows a series of short films that address questions of faith and mental health. The ads released include questions such as 'Can I be gay in the Army?' and highlights issues such as 'keeping my faith' which features a Muslim soldier praying. The campaign has been criticised by soldiers for being too soft, however The British Army's recruitment agency Capita argue that younger and more diverse recruits will be encouraged to sign up.

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