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Capita for the British Army: You Belong Here
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Capita and Accenture Song have today unveiled the latest recruitment campaign for the British Army. Taglined ‘You Belong Here,’ the cross-platform campaign aims to challenge the misconceptions among the 59% of young people who do not believe they would fit in, in the British Army. Supporting the 2023 recruitment of 16 to 34-year-olds across regulars, reserves and officers, the new campaign speaks directly to young people by showing that there is a place for them in the British Army, where their instincts and abilities are needed and valued. The integrated campaign will run across TV, cinemas, radio, out-of-home (OOH), online and social media starting Monday 4th September. It includes three 30-second films directed by Billy Boyd Cape and produced by Academy Films. The creative puts potential recruits in the heart of dramatic scenarios where a first-person perspective is used and the viewer is invited to make decisions about what to do next. For example, in the 30-second hero film, titled ‘Evacuation,’ viewers are immersed into a civilian evacuation during a conflict. The ad concludes with the viewer being tasked with the decision to evacuate people to safety before the words: ‘You Belong Here’ appear on screen.
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