British Army puts personalisation ‘front and centre’ in recruitment drive

The British Army has launched a campaign to attract new recruits by focusing on emotional need states and personalised messaging.
The ‘This is Belonging’ campaign, created by Karmarama, looks to build on last year’s ‘Become a Better You’ campaign by focusing on the close bonds developed in Army life and the sense of belonging it can offer.
The new campaign comes after a report by the Telegraph late last year showed the Army is struggling to recruit, with the number