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The British Army, 'Your Army Needs You, and Your Resilience' by Karmarama
Karmarama’s latest recruitment campaign for the British Army, ‘Your Army Needs You, and Your Resilience’ aims to disparage millennial misconceptions and reveal the potential within each individual.
Izzy Ashton
Deputy Editor, BITE CreativebriefThe British Army
Karmarama unveils its latest recruitment campaign for The British Army, Your Army Needs You. The thought-provoking new work shows how the Army sees beyond the common misconceptions of young people and identifies their potential.
- Agency:
- Karmarama, London
Sector
Public Sector
Bite Insight
There seems to be many a common, and often conflicting, misconception made about the millennial generation. We’re lazy but we’re a generation of entrepreneurs; we don’t stay in jobs longer than a few months and yet our resilience knows no bounds; and of course we are ‘snowflakes’, hurt by even the vaguest insult.
Karmarama’s latest recruitment campaign for the British Army, ‘Your Army Needs You, and Your Resilience’ aims to disparage these misconceptions and reveal the potential within each individual.
The ads, which call on “snowflakes, selfie addicts, class clowns, phone zombies and me, me, millennials”, focus on how those apparent flaws become worthwhile traits when in the Army. The TV spots show each individual moving from their world at home or work and then into the Army, while the billboard posters are retro-styled illustrations resembling early 20th century Army recruitment flyers.
The campaign, targeting 16-25 year olds, comes off the back of an insight that 74% of people in that age bracket are ‘looking for a job with purpose’. Some criticism however, points out that many of these terms are used by older generations but may not resonate with the campaign’s target audience. With the ad filling up opinion columns over the last few weeks, it will be interesting to see whether the campaign attracts or repels potential Army recruits.
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