Broken in the Royal Navy / Chip Shop Award

Advertising regulations are set up to make sure people know exactly what they’re being sold, but army recruitment slips through the net. Recent campaigns for the Royal Navy highlight how enlisting can change your life. That may be true, but there are two sides to it. The country-hopping, patriotic, Call-Of-Duty side is glamourised, while the traumatic and dangerous side is reduced to a potential side effect. As a result, young people are enticed to enrol without understanding the full picture. So, by flipping the well-known campaign line ‘Made in the Royal Navy’, our tactical campaign for the Samaritans goes a step further than what’s usually portrayed in recruitment adverts. These ads skip the journey of self-discovery that young people are seduced with, and go straight to the possible reality they’re left with. 2023 nomination