IDEA: Need to create a campaign to maintain continued interest in The Army and prompt recruitment

TARGET AUDIENCE: 16+ year olds Men and Women, continuing to study at FE level, after GCSE'S

Main incentive to encourage the audience to consider joining The Army as a GOOD CAREER MOVE

Mandatory Requirements:
Be based around two formats : DIRECT MAIL AND ONLINE

Feature a call to action that will drive people from the direct mail material to go on a online thing such as website

TONE OF VOICE: Solution to be consistent with current Army branding

  • encouraging and positive
  • clear, no jargon
  • create a sense of belonging

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