British Army - Howdoyoufit?

Local agency DPRG set us a university project for the British Army.

I did not know much about the British Army and a lot of people around my age are the same. British Army recruiting numbers have decreased over the last few years and campaigns in previous years had been criticised by the media. I wanted to challenge myself and learn about the army at the same time. I researched previous Army campaigns; one entitled 'This is belonging' had connotations of targetting those from dysfunctional families or those who felt excluded in some way in society. Another campaign which was inspired by 'Lord Kitchener's World War poster' was offensive to its millennial target audience according to media outlets.

I then undertook research into Army campaigns in other countries aboard e.g. the USA. The US Army were very patriotic in their campaigns, the focus was on the military side of their army. One poster titled 'Warriors Needed' and I strongly believed using an American approach would not work in this country. I wanted to portray how broad the army actually is, not solely promote the link to warfare.

For this reason I named the campaign 'HOW DO YOU FIT?' because there are so many different roles to fill. One of my posters highlighted 'Innocent Lives Saved' and 'Fighting Off Poaching' in Africa to inspire and motivate people's altruistic nature. The aim was to move away from the stereotypical idea of violence and war and promote the myriad of roles and training opportunities available. I wanted to highlight the altruistic nature of those who join and thus the fact they are all heroes keeping our country safe, no matter what role they play.

All branding is originally of the British Army, fonts used were 'Lexia' and 'Univers'.

Some soliders hate marching

Part of the project included an invitation to a recruiting event. The invitation would be for those who showed their interest following the poster campaign. The event would include speeches from soliders and nurses. Virtual Reality gaming experiences of common roles would also be available e.g. Paratrooping, Piloting, rescue missions and Shooting. It will also have stands depending on what sector of the army you are interested in joining.