Army Confidence Lasts a Lifetime: Karmarama launches fourth evolution of This is Belonging campaign for The British Army

Karmarama, part of Accenture Interactive, today unveils its latest recruitment campaign for the British Army – Army Confidence Lasts a Lifetime.

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The campaign is the fourth execution of the ‘This is Belonging’ series, showing how the Army helps recruits build a unique lifelong confidence through strong bonds and support from within in the Army, unique training and the achievements reached along the way. With 89% of Gen-Z believing that self-confidence is important to achieving success in life, but 80% admitting it’s hard to find it in today’s society, the campaign shows how the Army offers an alternative path to achieve this self-belief. 

The campaign is supported by new research that reveals 80% of Gen-Z believe they could achieve more in life with a stronger sense of self-confidence, with the same amount admitting it’s hard to find long-lasting confidence in today’s society. In a world with the pressures of social media, 72% check their social media channels more than ten times a day and a third of people see ‘likes’ on their posts as a short-term confidence hit. When it comes to long-term confidence, the majority of young people state that achieving a goal (62%) and support from others (53%), helps achieve this.

The TV spot follows a metaphorical journey of a soldier confronted with distractions from quick confidence hits, like fast fashion, intensive gym sessions to achieve a ‘beach ready’ body and a night out, set against encouragement from a fellow soldier, demonstrating an unshakeable confidence that belonging in the Army gives. 

A further series of films and radio ads reveals moments within the Army which build individuals’ lifelong confidence.

Posters challenge the promises of confidence that surround us in the modern world, which are easily gained but quickly lost, in contrast to a deeper, longer lasting confidence that can be found in the Army.

The campaign will also be supported with further integrated PR campaigns planned for 2020.


Now part of Accenture Interactive, we have unrivalled access to leading technologies, advanced analytics, global scale as well as extensive experience in complex customer-centric digital transformations. Together, we are able to combine our Karmarama creative flair and strategic innovation with the consulting rigour and technological nous of Accenture Interactive to drive better performance for our clients, with human insight at the heart.

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