Facing demographic and societal changes, the British Army has been experiencing well-documented recruitment problems. Since 2017, Karmarama’s This is Belonging campaign has attempted to reach beyond the Army’s traditional recruiting heartland and persuade a wider range of young people that it can offer a fulfilling career.
Inevitably, the approach has not been without criticism, particularly a 2018 spot which reassured potential recruits that they could continue to practice their faith in the forces (with the Daily Mail leading the way of course). But Karmarama point to data showing that since the campaign began, Army job applications for regular soldiers are at a five year high (in fact, the campaign won gold at the IPA Effectiveness Awards in 2018).
In the new campaign, Your Army Needs You, a series of posters illustrated by HelloVon from photographs by Jake Green reference the famous Alfred Leete image from 1914 featuring Lord Kitchener. Copylines include ‘Me Me Me Millennials, your Army needs you and your self-belief’, ‘Binge Gamers, your Army needs you and your drive’ and ‘Snowflakes, your Army needs you and your compassion’.
A series of three TV commercials, directed by Johnny Green at Somesuch, tell the stories of individuals whose perceived weaknesses are seen as strengths by the Army.
“The majority (72%) of young people describe themselves as ambitious yet many feel undervalued and want a job with real purpose. Your Army Needs You shows how they can belong in the Army to do meaningful work,” Karmarama say.
Creative Agency: Karmarama
Chief Creative Officer: Nik Studzinski
Executive Creative Director: Adam Kean
Creative Directors (TV, OOH, Social): Imogen Tazzyman, James Rooke
Creative team (Radio & Display): Harriet Wiltshire, Zach Speight
Production Company: Somesuch
Director: Johnny Green
Head of Design (Agency): Simon Wakeman
Illustrator: Hello Von
Photographer: Jake Green