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British Army drums up belonging in renewed recruitment drive

The British Army will launch its new national recruitment campaign on Saturday, developed in partnership with Karmarama and Capita.

The ‘This is Belonging’ series proposes the comradery built up during the pressures of service in a less-than-glamourous representation of army life.

Following up on 2016’s ‘Become a Better You’ campaign, TV ads and online videos look to highlight the authentic moments to be had in the forces, as it looks to attract young people willing to serve.

Social and display activity will also share messages from interviewed soldiers, leveraging that all-important sense of belonging the agency is tasked with capturing. The activity also spans outdoor, online display, a website and nationwide experiential.

Major General Tim Hyams, the general officer commanding the army's recruiting and training division said: "Life in the British Army develops unique and lasting bonds of friendship. This sense of belonging is central to the opportunity we offer to those who wish to pursue a career in an organisation that makes a positive contribution to society."

Nik Studzinski, chief creative officer at Karmarama, added: “With another tough brief to cut through common misconceptions and broaden The Army’s appeal to a wider audience, we needed to create an authentic yet still surprising message for The Army. We decided to highlight real and authentic army contexts and moments that clearly show the importance of being part of a strong and selfless family that accepts you for you and gives you the chance to work together for a meaningful purpose.”

Of the two ads, one sits at the top of the article, and the other below.