DON'T JOIN THE ARMY. DON'T BECOME A BETTER YOU.
Recruit more soldiers, challenge stereotypes, and broaden The Army's appeal to young people.
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.
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’.
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.
The hub links directly through the eCRM programme that Karmarama has developed, which also includes a prospecting campaign using data analytics and insight.