DON'T JOIN THE ARMY. DON'T BECOME A BETTER YOU.

DON'T JOIN THE ARMY. DON'T BECOME A BETTER YOU.

THE CHALLENGE
Recruit more soldiers, challenge stereotypes, and broaden The Army's appeal to young people.

THE SOLUTION
The fully integrated ‘Become A Better You’ campaign transforms the way in which The Army communicates, in order to appeal to young people more effectively. There are no soldiers, no guns and no combat.

ADVERTISING
In a shift to a more thought-provoking strategy and a first for the Army, the campaign seeks to grab the attention of 16 to 24 year olds with the strapline: ‘Don’t join the Army, don’t become a better you’.

DIGITAL
The campaign uses data-driven social content featuring real soldiers, to deliver personalised messaging across Facebook and YouTube. The content is also hosted on a campaign hub.

EMAIL MARKETING
The hub links directly through the eCRM programme that Karmarama has developed, which also includes a prospecting campaign using data analytics and insight.

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LR
Head of delivery