Start Thinking Soldier

Background

The campaign had two objectives to recruit its core target of 16-24 year olds.

First was the regular requirement to generate leads which could then be converted into new enlistments in the infantry.

The second was a new objective: to encourage those who had been previously unwilling to contemplate joining the Army to consider spend time in an environment where they could learn more about it. This second target might then ‘join up’ later but in the meantime would act as more positive ambassadors for the Army within their peer group.