Four days after launch, the record was broken for the highest number of applications received in a single day. After a month, 141% of the Army’s application target was reached.
The campaign secured over 300 pieces of coverage, with a total earned reach of 1.9bn.
By March, the Army surpassed 100% of its annual recruiting target for soldiers, for the first time in eight years.
The long term ‘This is Belonging’ platform and each campaign iteration have tackled deep Army stereotypes, inspired a new generation, and transformed the effectiveness of Army recruitment.
Testament to the campaign’s effectiveness, the work has won a prestigious IPA Gold Effectiveness award amongst a host of other creative accreditations. This is Belonging continues to go from strength to strength, helping more young people find where they belong in the British Army.