Your Army Needs You’ by Karmarama focuses on how the Army sees beyond stereotypes to spot young people’s potential. The new campaign is the third execution of the ‘This is Belonging’ series, showing how the Army finds potential beyond Gen-Z and millennial stereotypes and identifying the essential skills needed in new Army recruits, such as compassion, self-belief and focus. The majority (72%) of young people describe themselves as ambitious yet many feel undervalued and want a job with real purpose. Your Army Needs You shows how they can belong in the Army to do meaningful work.
There is also a set of radio ads for this campaign.
Creative team: Harriet Wiltshire & Zach Speight