A Soldier Is A Soldier
The Army is a Times Top 50 Employer for Women. But outside of the Army, 3/4 of women think they wouldn't fit in there. Get more women to see a place for themselves in the Army, raising awareness of the variety of roles outside of combat.
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!
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.
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!
Best Equality & Inclusion Cause Campaign - Campaign Purpose Awards, 2022
Most Innovative Use of Content - Digiday Marketing & Advertising Awards Europe, 2022
Mission launch hero film:
Meet the soldiers film:
Social experiment film to continue the conversation:
Some of the photos we hacked the internet with:
We targeted Google, stock image sites and Instagram hashtags, as well as search engines like Giphy:
Creative: Eveline Johnson
Director: Dan Laughton, Eveline Johnson
Creative Director: Ben Oliver
Strategy: Christina Shutti, Eveline Johnson
Producer: Dan Laughton
Account Directors: Steph Cripps, Olga Bortkevica
Account Manager: Callum Trewavas
Photographer: Imogen Forte
DOP: Jacob Cizic
1st AD: Janine Frank
Assistant camera: Adam Fox
Gaffer: James Rudd
Sound: Tom Redhead
Runner: Rosie Percival
Edit: Daniel Seecharan, Toby Hews, Brandon Bailey
Design: Ray Phan