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WATCH ON DEMAND FROM 25 Jan 2021
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British Army: Fail, Learn, Win by Karmarama

Agency: Karmarama
Date: Jan 2021
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The British Army recently announced its latest recruitment campaign, Fail. Learn. Win.

The new recruitment campaign shows the positives of failure and how failing is not a reason to quit, but a way to learn and grow, in order to win when it really matters. This is a stark contrast to wider society where failure is often seen as a weakness, to be avoided at all costs, and many are obsessed by projecting perfection through social media, exam results and material objects.

The campaign is the fifth iteration of the ‘This is Belonging’ series developed by Karmarama, as part of Accenture Interactive, together with Capita for Capita and the British Army. The new campaign shows how it is only by failing, learning and growing, that soldiers can become their best.