How the Army achieved long-term brand building excellence
Matthew ValentineThe British Army has evolved its ‘This is Belonging’ platform over the past four years to appeal to new parts of society and continue to meet its recruitment targets.
The British Army has evolved its ‘This is Belonging’ platform over the past four years to appeal to new parts of society and continue to meet its recruitment targets.
Inspired by interviews with serving soldiers, the latest campaign from Army recruiter Capita looks to tap into the “unexpected emotional benefits” of military life.
With the general election likely to throw up more division, advertising can play a role in helping unite consumers, colleagues and communities again.
We continue our podcast series by looking into This Girl Can, the groundbreaking 2015 campaign from Sport England.
Sport England’s partnership marks the beginning of a new strategy to create more branded content as it aims to appeal to more women.
Marketing Week’s podcast series exploring effective marketing campaigns and how they came together examines how the Army achieved record recruitment levels.
Every Mind Matters is using a roadblock ad with digital precision to reach as many people as possible to help tackle poor mental health.
Marketing Week reveals the top 10 marketers in the charity and public sectors, part of our Top 100 Most Effective Marketers project.
Just because something is difficult, doesn’t mean we shouldn’t do it. Political advertising needs urgent regulation.
When the Department of Health launched its colourful Change4Life campaign in 2008, childhood obesity was at alarming levels. How has the campaign evolved over the past 10 years and has it really led to a change in attitudes and behaviour?
The government is toying with the idea of introducing a director of citizen experience as it looks to raise marketing standards in a new age of data, digital and declining trust.
The British Army has seen application and recruitment numbers peak since the campaign launch but of equal value is a shift in perceptions of the appeal of a career in the army.
Public Health England is looking to reframe the conversation around cervical screening so it is more optimistic and positive as the number of women getting tested hits a 20-year low.
Public Health England faces a challenge of keeping its health campaigns fresh every year but believes it is the right strategy to bring back trusted messages such as ‘Change4Life’.
NHS Blood and Transplant increased black registrations by 6% with zero budget through a targeted social media campaign to help raise awareness of a rare blood type and change perceptions.