The most recent advert from the British Military praises the advantages of failure
The campaign marks the fifth iteration of the sometimes controversial This Is Belonging series by Karmarama, and continues to emphasize the emotional and psychological challenges soldiers face
The British Army's new ad is unlikely to provoke the anger that the 2018 version of their recruitment campaign generated. One of the posters said, “Snowflakes, we need you and your compassion”. However, it is largely in the same realm of messaging, with an emphasis on the way the army has changed in recent years to recognize the emotional needs of its recruits.
The campaign includes a TV commercial in which a recruit struggles during a training march. It addresses the issue of failure and suggests that you cannot be strengthened, but can become stronger. Today the TV spot and radio advertising will start, which will later be followed by an OOH campaign photographed by Nadav Kander.
The focus on failure this year came from research that found 76% of young people admit that fear of failure holds them back when they face new challenges.
“At some point in our lives we all fail,” says Nik Studzinski, CCO at Karmarama. “How we react to this mistake is the most important thing. The army prides itself on being a safe place to fail because failure is an opportunity to learn. By highlighting this crucial part of army training, we are taking a new direction with our This Is Belonging Campaign, building on the record recruitment levels we achieved over the past year. "
karmarama.com/the-british-army