The British Army has unveiled its latest recruitment campaign: ‘You Belong Here’ to challenge the misconceptions among the 59% of young people who do not believe they would fit in, in the British Army.
Supporting the recruitment of 16 to 34-year-olds, across Regulars, Reserves and Officers, the 2023 campaign, launched today, speaks directly to young people by showing that there is a place for them here within the British Army, and that we are always looking for people just like them.
Belonging has always been at the heart of what it means to ‘be the best’ in the Army, but new research from the Army reveals that the nature of belonging has evolved for young people. Broadening beyond camaraderie the research found that young people are now actively choosing to prioritise where and how they belong, with 88% of young people stating they believe a career that reflects their values is important.
The research also found that fewer than one in two (48%) young people believe the Army would fulfil their values. Yet it also uncovered young Brits share similar values with the Army of respect, fun, working hard and being helpful.
The four values young people share with the Army:
- Respect: treat others as you expect to be treated
- Fun: life is challenging, so it’s important to enjoy yourself
- Hard work: take control of your life and work hard for what you want
- Helpfulness: be ready to support and give help to others
Major General Tom Bewick OBE, General Officer Commanding, Army Recruiting, says: “Every year our recruitment campaign evolves to address new challenges that create a barrier to recruitment. This year is no different. ‘You Belong Here’ seeks to dispel any doubts that young people may have about fitting in the Army by speaking to how we’re more alike than they think."
“We hope the new campaign sends the message to all aspiring recruits that they belong where their values mean something – they belong here in the British Army.”
Dramatic scenarios
‘You Belong Here’ is an integrated campaign across TV, cinema, radio, out-of-home (OOH), online, and social media.
The campaign creative puts potential recruits in the heart of dramatic scenarios where a first-person perspective is used, and the viewer invited to make decisions about what to do next. For example, in the 30 second hero film titled ‘Evacuation’ viewers are immersed into a civilian evacuation during a conflict. It concludes with the viewer being tasked with a decision whether to help evacuate people to safety before the words: ‘You Belong Here’ appears on screen.
‘You Belong Here’ launches today, Monday 4 September 2023. ‘Evacuation’ one of three 30 second campaign films can be seen below.
The Army is always recruiting, and there are a wide range of roles available for both Soldiers and Officers. Search ‘Army Jobs’ to find out more or visit Army Jobs.