Karmarama, part of Accenture Interactive today announces its latest recruitment campaign for Capita for the British Army entitled ‘A Soldier is a Soldier’. The campaign shows how in … read morethe Army, soldiers are defined by their skills, not gender, and demonstrates that the Army is an inclusive employer with equal pay according to rank, and equal expectations for all soldiers. Through the campaign, the Army want to show its ongoing commitment to addressing its gender balance and demonstrate that it’s not purely a combat focused environment. In the Army, you’re not defined as by your gender but by the skills you bring and how well you do the job. This year, the Army is looking to encourage more women to apply to join them with female representation currently at 9.8% in the British Army and 14.2% in the Army Reserves. ‘A Soldier is a Soldier’ is an integrated campaign across cinema, video-on-demand, radio, and social media. The 60” film, narrated by serving female soldiers, opens with a soldier pondering the question “what’s it like being a female soldier?” with the narrator explaining “I wouldn’t know” because in the Army, a soldier is a soldier. The real female soldiers’ voices narrate striking visuals, opening with a wound held together with stitches that spell out “good for a woman”’ as the narrator explains that “no-one calls me ‘good for a woman’ when I’m the one stitching them up.” Addressing stereotypes head on, the advert then cuts to ridiculous concepts of female-adapted Army equipment such as “beach body rations” and a rifle with an “easy-pull trigger for smaller hands”, outlining how these would never exist in the Army, before the voiceover goes on to speak about how there are no male or female signs on toilet doors or teams of women in the Army. Further adverts will run across social media and radio. The campaign was developed by Karmarama together with Capita for Capita and the British Army.
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