British Army Recruitment: This is Belonging

British Army Recruitment turned around a dangerous recruitment shortfall and helped safeguard national security with its 'This is Belonging' campaign which convinced more of the British public that they belong in the army.

Campaign details

Agency: Karmarama


If anyone should know you can't beat the enemy by aping the enemy, it's the army.

This is a story of how a selfless collaboration between strategy and creative helped the army to stop acting like every other recruiter by creating a bold, new, unique positioning.

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