British Army - You belong here campaign
You Belong Here" challenges the traditional idea of fitting in, promoting the belief that individuality is valued within the Army. It focuses on the values that resonate with a modern generation, fostering a sense of belonging and purpose.
The campaign's central theme is inclusivity, emphasizing that everyone has a place in the Army, irrespective of background or preconceived notions. It seeks to break down barriers and showcase the diverse opportunities available.
Targeting - 16 to 34-year-olds, the campaign specifically targets the six in 10 young people who might not have considered the Army as an option. It aims to address common misconceptions and attract a more diverse range of recruits.
TARGET AUDIENCE
About the
Campaign -
You Belong Here" challenges the traditional idea of fitting in, promoting the belief that individuality is valued within the Army. It focuses on the values that resonate with a modern generation, fostering a sense of belonging and purpose.
Core Theme of the Campaign -
- Inclusive Message: Emphasizes that there's a place for everyone in the Army.
- Diversity and Individuality: Celebrates diversity and values individuality.
- Dispelling Misconceptions: Challenges preconceived notions about the Army.
- Modern Values: Highlights values that resonate with the current generation.
- Recruitment Focus: Targets 16 to 34-year-olds, encouraging them to reconsider the Army as a viable option.
- Capita and Accenture Collaboration: The campaign is developed in collaboration with Capita and Accenture Song.