We devised ‘This is Belonging’, a powerful new brand platform for the British Army.
Launched in 2017, this long-term campaign—extending across TV, radio, outdoor, digital, and social channels—set out to show a different, unexpected, more human side to Army life.
By taking a data-driven approach and blending it with creativity, the campaign was highly successful in transforming perceptions and making the Army a place where more young people could feel they’d belong. The result was year-on-year increases in applications, with the largest number of recruits for a decade starting basic training in September 2019.
However, with the interests and aspirations of young people always evolving, the Army recognized that sustaining this success would mean being willing to continuously review its brand relevance and messaging for each new generation.
Our latest campaign iteration was to use the platform to challenge today’s culture of quick-fix confidence hits and show how belonging in the Army builds a deeper type of confidence that lasts a lifetime. This refreshed campaign launched in 2020 with a TV spot that follows a metaphorical journey of a soldier confronted with distractions from quick confidence hits, demonstrating an unshakeable confidence that belonging in the Army gives. A further series of films reveal moments within the Army which build individuals’ lifelong confidence, and posters challenge the promises of confidence that surround us in the modern world. Our PR team worked alongside the core team to ensure the campaign would pique interest, get media traction, and reach the widest possible audience, using pre-launch media briefings to tell an authentic story.