Advertising, Print, Art direction
British Army
How to increase the
recruitment rate for the Army
The Brief
The aim of project stop the falling recruitment rate of the British army, through running a recruitment campaign aimed at millenials from 18-22 year olds.
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The Client
The brief was set by DRPG a Creative Communications agency est. 1980. Through their 'anything's possible' philosophy, they spent the last 40 years growing exponentially into the global creative communications agency.
British Army recruiting numbers have decreased over the last few years and campaigns in previous years had been criticised by the media. I wanted to challenge myself and learn about the army at the same time. I researched previous Army campaigns; one entitled 'This is belonging' had connotations of targetting those from dysfunctional families or those who felt excluded in some way in society. Another campaign which was inspired by 'Lord Kitchener's World War poster' was offensive to its millennial target audience according to media outlets.
I then undertook research into Army campaigns in other countries aboard e.g. the USA. The US Army were very patriotic in their campaigns, the focus was on the military side of their army. One poster titled 'Warriors Needed' and I strongly believed using an American approach would not work in this country. I wanted to portray how broad the army actually is, not solely promote the link to warfare.
For this reason I named the campaign 'HOW DO YOU FIT?' because there are so many different roles to fill. One of my posters highlighted 'Innocent Lives Saved' and 'Fighting Off Poaching' in Africa to inspire and motivate people's altruistic nature. The aim was to move away from the stereotypical idea of violence and war and promote the myriad of roles and training opportunities available.
