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Karmarama launches bold new campaign for the Army

In a bold move to recruit more soldiers, challenge stereotypes, and broaden its appeal to young people, Karmarama has created a new campaign the Army to attract Generation Z by showing them how they can become better versions of themselves with an Army career.


A fully integrated ‘Become A Better You’ campaign created by Karmarama with Capita, is digitally led and supported by TV, radio, outdoor, press, social and VOD. In a shift to a more thought-provoking strategy and a first for the Army, the campaign seeks to grab the attention of 16 to 24 year olds with the strapline: ‘Don’t join the Army, don’t become a better you’.


The campaign uses data-driven social content featuring real soldiers, to deliver personalised messaging across Facebook and YouTube. The content is also hosted on a campaign hub which links directly through the eCRM programme that Karmarama has created for the campaign. The TV adverts themselves will not feature soldiers, weapons or scenes of combat.


Research commissioned by the Army for the campaign found that 16 to 24 year olds fear that they face a more uncertain future than their parents and they will have to work harder in life to achieve their goals (90%), despite this uncertainty they are optimistic and ambitious, with nearly half (49%) wanting to become better versions of themselves.



General Chris Tickell, General Officer Commanding, Army Recruiting and Training Division, said:


“It was clear from our research that we needed to transform the way in which we communicate in order to appeal to young people more effectively.


“We have deliberately designed a bold, new recruitment campaign that uses reverse psychology and a thought-provoking approach. There are no soldiers, no guns and no combat. The campaign taps into young people’s desire to become better versions of themselves and to communicate to them and their influencers the impressive range of opportunities that the Army has to offer.”


Nik Studzinski, Chief Creative Officer at Karmarama, added:


“The Army has put the potential recruit at the centre of its advertising, as it aims to broaden consideration of the force as a career to a wider group of 16-24 year olds. The key message is that there is no better way to become a better you than in the Army.”



Karmarama is the UK’s most progressive creative agency, part of Accenture Interactive, working across advertising, PR, data-driven communications, mobile platforms and products, digital and innovation. The agency is known for its ability to blend creativity, digital and data, to help brands better engage with consumers. Or as Karmarama calls it – Connected Creativity. It is one of the most effective agencies in the UK and has won the DMA Grand Prix for the last two successive years, in 2017 for its work for the Army. It was again the highest ranked creative agency in the Sunday Times Top 100 Companies to Work For in 2018.