A Soldier is a Soldier

LADbible Group and Karmarama

Client: Capita, The Army

The future of the British Army depends on recruiting diverse soldiers, yet despite being a Times Top 50 Employer for Women, only 10% of its workforce was female. We were tasked with driving consideration of the Army as a good career prospect for women and did this by changing the image of what a soldier looks like online.

Taking a multi-platform approach, we removed male-dominated imagery that ranked high on Google, replacing with new imagery of female soldiers on the Army website, in image libraries like Shutterstock, and then used SEO tactics to get our photos seen. By hacking the internet, we inspired a new wave of female recruits, and saw a 58% uplift in positive consideration of the Army as a career choice. Best of all, our images were seen on the first page of Google images under terms like ‘British Army’.