Case study: The British Army

Let’s look at a case study from The British Army.

They needed a new campaign to overcome negative stereotypes of soldiers which continued to put off applicants – a sense of belonging was missing for too many people. To increase applications further, the British Army needed to transform who society thought a soldier should be.

Soldier interviews revealed that the sense of belonging was key, promoting support as soldiers would instinctively help each other physically and emotionally. And the sense of belonging created inclusion: the trust and reliance you need transcends race, religion and sexuality differences. A key part of the campaign was the use of these unexpectedly tender TV adverts.

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