Capita Plc: Challenging perceptions of life in uniform - creative development for The British Army’s ‘This is Belonging’ recruitment campaign

Capita plc, a British business process outsourcing company, used interviews and group discussions to identify whether the British Army's 'This is Belonging' campaign was resonant with diverse audiences.


Capita is responsible for facilitating British Army recruitment, tasked with encouraging more people to apply to join as full-time Regular Soldiers or part-time Reservists; Capita works with advertising agency Karmarama to create advertising

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