With conflict raging in the Middle East and Ukraine, it is safe to say that trying to persuade young people that joining the British Army could be marvellous career move is going to be a tough sell.
Still, unbowed, Accenture Song and Capita are together launching their latest suite of recruitment films that will integrate into the long-running “You Belong Here” campaign, designed to show the personal and professional benefits of joining the Army.
The activity has been expanded to shine a light on the “surprising, important and enduring” skills that recruits can develop as part of a career in the forces.
In each of the films, British Army operations are suddenly paused when a serving soldier calls a halt. Walking through a freeze frame, they break the fourth wall, speaking directly to camera and addressing the audience. Each execution references a typical and expected association of Army life – whether that be focus, teamwork, excitement, or importance – before asking viewers directly: “But what you want to know is, what’s in it for me?”
Each film is designed to highlight the benefits and personal growth opportunities offered by the Army. They demonstrate how these experiences promote self-development, providing significant life advantages such as gaining valuable skills and qualifications, developing transformative confidence, and engaging in a variety of sports during free time.
Following research indicating that 59% of young people did not believe that they would fit in with the British Army, the campaign aims to raise awareness that the Army is more than its perceptions.
Recent research has shown that highlighting the personal and professional development opportunities available in an Army career would increase consideration in 79% of the target audience. These new ads effectively highlight what the audience can gain from a career in the Army.
Working in collaboration with Capita, the latest work comprises four 30-second films and 15, 10 and 6-second cut downs to run on VOD channels across broadcast television and streaming platforms. The films will also run through online video and on social platforms Meta, Snap and Reddit. There are two 30-second radio ads.
Capita chief marketing officer Naomi Walter said: “The latest work highlights the unexpected benefits of joining the Army, such as becoming a qualified electrician, growing your confidence or turning the things you love – like sport – into something you get paid for. This powerful creative vividly brings home the wide range of opportunities available in the British Army and provides an inside view of what life could be like for those who are wondering if the Army is for them.”
Accenture Song managing partner Barbara Waite added: “We at Song are extremely proud of this latest iteration of the ‘You Belong Here’ campaign. Putting soldiers front and centre, allowing for a direct conversation with potential recruits who are naturally asking what a life in the Army could mean for them.”
So, what is the consensus around the Decision Marketing office?
Well, never let it be said that the British Army hasn’t tried virtually every trick in the book to get young people to join up. From pledges to “See the World” to the rather less subtle approach of “Your Country Needs You”, the Army even called on “snowflakes, selfie addicts, class clowns, phone zombies, and me, me, millennials” to join its ranks in a 2019 recruitment drive.
Given what is going on in the world, it remains to be seen whether this latest strategy will work. But one thing is certain; with more than 16,000 personnel leaving the Army last year and only 12,000 joining up, the heat is on.
Decision Marketing Adometer: A ‘career opportunities’ 6 out of 10
