British Army Recruiting Group / Capita: First Time Fails

Karmarama, part of Accenture Interactive, and the British Army Recruiting Group in partnership with Capita release First Time Fails – a new short film sees well known influencers recount stories of failure that have helped shape who they are today. First Time Fails has been created to dispel the myth that failure is always a bad thing and instead shows how learning from our failures is a valuable part of life. The film will be shared on British Army and influencer’s social channels. Karmarama enlisted YouTuber Behzinga (Ethan Payne), presenter Cassandra Maria and comedian Lauren Pattison who are each known for having an honest, accessible nature and a relatable sense of humour to the target youth audience. In the film, Ethan talks about his early dating disasters when attempting to woo a potential suitor with gift shop crystals. He also speaks about his transformative fitness journey and the fails he encountered on the road to running a marathon. Cassandra shares her story of difficult driving test experiences – failing five times before finally passing. Finally, Lauren discusses the time in her early stand-up career when she performed to an empty room before embracing the failure and battling her fears to get back on stage. The film will be supported by a wider campaign of athletes, comedians and social media influencers sharing their stories of First Time Fails on their own channels. First Time Fails follows on from the British Army’s latest recruitment campaign, Fail. Learn. Win. The new recruitment campaign shows the positives of failure and how failing is not a reason to quit, but a way to learn and grow, in order to win when it really matters. This is a stark contrast to wider society where failure is often seen as a weakness, to be avoided at all costs, and many are obsessed by projecting perfection through social media, exam results and material objects.