The British Army - This Is Belonging

Advertiser The British Army
Sector Government
Buying route AGP
Audience 16-34 Adults
Sector Government
Target Audienec 16-24 Adults
Package Youth AGP & 4DX Films
Media Agency Carat
Creative Agency Karmarama
Duration 40"


In 2018, amidst diminishing recruitment levels and traditional stereotypes of masculinity, the British Army wanted to attract a broader range of new soldiers from a variety of backgrounds. The Army wanted to show it is a modern organisation that is changing to reflect the diverse Britain it represents – it is open to everyone, regardless of race, religion, gender or sexuality.


  • ‘Having my Voice Heard’ was the latest creative of the Army's wider ‘This is Belonging’ recruitment initiative.  The 40” copy closely followed a young, black, female Captain in action, leading and instructing her platoon of troops. 
  • Cinema’s young, highly engaged and captive audience made it a must have for the Army! The ad contained no dialogue, meaning it needed to immerse audiences to effectively communicate its emotive message.  The recent introduction of 4DX technology to UK cinemas provided a perfect creative fit, enabling the Army to drive awareness, message take-out and consideration in a unique, engaging and clutter-free environment. 
  • A bespoke advert was created and played out before a variety of 4DX titles including Black Panther, Ready Player One andTomb Raider, each over indexing for the 16-24 audience.  A Youth AGP was also bought ensuring the campaign maximised its reach within cinema.
  • Cinema accompanied TV, Outdoor, Online and Radio as part of national media campaign.
The British Army -This is Belonging