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The British Army celebrates International Women’s Day with campaign by Karmarama

Karmarama has produced a campaign reinforcing the Army as a champion of female talent on International Women’s Day.


The work highlights that equal opportunities and equal pay are available for women in The British Army, banishing stereotypes that the Army is a ‘man’s world’.


In keeping with the wider This Is Belonging recruitment campaign, this campaign works to change the perceptions of potential recruits, encouraging women to see The Army as a place for them to belong.


High-impact, graphic out-of-home (OOH) advertising showcases the ranks and first names of those currently serving in the Army, within the Be The Best brand line for the organisation, naming the thousands of women serving in the Army today. The names include that of Major General Susan Ridge, the most senior female officer serving in the Army.


Further OOH and social content features portrait photography taken by award-winning photographer Spiros Politis, that goes deeper into the unique stories of the faces behind some of the names.


Nik Studzinski, chief creative officer at Karmarama said of the work “We wanted to do something respectful that acknowledged the part over 13,000 women play in making the British Army the best in the world.”


Major General Ridge added “Women have been a vital part of the British Army for over 100 years, and many inspirational women have found their place to belong there. We are delighted to celebrate the inspirational women serving in The Army today.”


The work will run across OOH, social channels and online from 7th March, prior to International Women’s Day.

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.