The Army: This Is Belonging 2019

MediaCom / Capita


To drive recruitment, the Army had to connect with millennials i.e. potential recruits. So, MediaCom carried out extensive research into what would work – heavily influencing the Army’s 2019 ‘This is Belonging’ campaign. Creative upended millennial stereotypes, assuring ‘snowflakes’ the Army needed their unique skillsets. Result? The campaign launch month delivered the most monthly applications seen in five years.

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