The Army

A Soldier Is A Soldier

BRIEF

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.

 

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!

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. 

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!

OUTPUT

Social, online

 

AWARDS

Best Equality & Inclusion Cause Campaign - Campaign Purpose Awards, 2022

Most Innovative Use of Content - Digiday Marketing & Advertising Awards Europe, 2022

Case film:

Mission launch hero film:

Meet the soldiers film:

Social experiment film to continue the conversation:

Some of the photos we hacked the internet with:

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We targeted Google, stock image sites and Instagram hashtags, as well as search engines like Giphy:

THREE_OF_THEM_LAUGHING_2.gif
NANCY_WALKING_1.gif
NURSE_BANDAGING_2.gif
ISSY_SMILING_1.gif

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