The Army

A Soldier Is A Soldier

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BRIEF

The Army is a Times Top 50 Employer for Women. But outside of it, a whole three quarters of women think they wouldn't fit in there. I was briefed to get more women to see a place for themselves in the Army, raising awareness of all the different roles outside of combat.

 

INSIGHT

The first thing I did when I got this brief was Google 'British soldier'. I found 99% of image results were pictures of men. The same went for the Instagram hashtag, Getty, Giphy... it was actually easier to find a picture of a Lego male soldier than a real female one!

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IDEA

How could we inspire women to see a place for themselves in the Army, if women weren't seeing themselves reflected when they searched for Army roles?

 

So my idea was to work with a photographer and LADbible's SEO team – taking photos of three real female soldiers, before flooding the internet with them and deploying a strategy to get them seen. Off the back of this, we created video content that detailed our mission and raised awareness of the variety of Army roles. 

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Our new photos marched their way across the internet, and we even made it to the first page of Google Images (including the no.1 spot under the search term 'British army') – mission accomplished!

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OUTPUT

Social, PR

 

AWARDS

Listed here.