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British Army looks to instil confidence in potential recruits with 'This is belonging 2018' drive

The British Army has revealed its latest recruitment campaign hoping to give aspiring recruits the belief and confidence that they can thrive in the army.

Reported on Wednesday (10 January), the £1.6m advertising campaign spans radio, TV and online and seeks to tackle head on the issues which may have deterred potential recruits in the past.

Building on last year’s ‘This is belonging’ push, the campaign from Karmarama tells the stories of soldiers who, for different reasons, have overcome the misconceptions that they wouldn’t fit in.

Nik Studzinski, chief creative officer at Karmarama, said working with real soldiers helped create “an authentic and powerful campaign which brings to life what it means to belong in the modern British Army today.”

The films were directed by Frederic Planchon and Si & Ad through Academy Films, the online content animations come from We Are Royale.

See all the campaign assets in the Creative Works box below.

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