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By Natalie Mortimer, N/A

January 19, 2015 | 2 min read

The Army has launched a campaign to highlight the role of the Army Reserve within the new Army structure, to improve understanding and drive recruitment.

The Normal Day campaign, which breaks in tandem with a JWT-created January recruitment drive, is a departure from previous Army campaigns that focussed on specific job roles and instead looks at how it has restored normality to communities that have come under threat at home and abroad.

The campaign, created by Engine agencies WCRS and Partners Andrews Aldridge, includes three documentaries showing real-life examples of the positive impact Army personnel have made to civilians' lives in the UK, Kosovo and the Philippines.

Running across TV, print media, billboards and digital platforms, it is hoped the campaign will demonstrate the importance of the Army Reserve and encourage people to sign up.

Brigadier Nick Orr, the Army’s head of communications, said: “We have launched this campaign to improve understanding about what the Army does, but also to showcase the people that make our Army the force it is for good.

“These skilled men and women help to ensure normality is preserved for people at home and overseas and this campaign helps bring that to life for a modern audience who, in part at least, may question its future role and relevance.”

The campaign comes after research by OnePoll found that 20 per cent of 3,000 British adults surveyed believe that the Army is less relevant now than ever before.

The Army WRCS Engine Group

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