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Challenging Perceptions of Life in Uniform - Creative Development for The Army's 'This is Belonging' Recruitment Campaign

We’re really proud of the work we’ve done over the years for recruitment for the Armed Forces. And we’re delighted to have been shortlisted for the MRS Jeremy Bullmore Award for Creative Development. 

Our joint submission with Karmarama is for work on The Army’s ‘This is Belonging’ Recruitment Campaign. Developed against a backdrop of challenging Army recruitment targets and low consideration, our contribution included three stages of qualitative research (identification, development, evaluation) over 15 months, all of which were integral to the campaign’s development.

In January 2017, the campaign launched across Broadcast, Out-of-home and VOD. It has been a huge success. ‘This is Belonging’ has helped to generate a surge in applications and has delivered impressive year on year improvements:

  • Regular soldier applications have increased 177%
  • Reserve soldier applications have increased 232%
  • Regular officer applications have increased 152%
  • Reserve officer applications have increased 164%


The campaign is Capita’s most successful for The Army, and it has been realised cost-effectively: cost per application has reduced by 36% vs. 2016. Importantly, the wider response has also been positive with favourable social media comment (up 272% year-on-year increase. PR reach has been extensive and almost entirely positive. The campaign has been shortlisted for ‘Campaign of the Year’ at the Recruitment Marketing Awards. 

The winner of the award will be announced at the MRS Dinner on 4th December.

To hear more about our creative development expertise please contact hello@the-nursery.net