Army Recruitment: 'Be the Best' 1994-1996 - IPA Effectiveness Awards Case Study 1996

Brief Description: 1994-6 campaign due to a need to halt negative publicity, improve caliber of enquiries and improve the image of the Army in the long term emphasising the prospect of the Army as a secure career choice. 14% enquiries increased to 34%, with an increase in enlistments. Also increased was the willingness of parents to encourage offspring to see the Army as a positive choice. Between 16-24s interest arose although some evidence showed the commercials deterred the less adventurous ;---(TAGS)--- Full Title: Be the best : soldier recruitment advertising 1994-1996 ; Number: 1996/218 ; Brand Name: Army Recruitment ; COI - Ministry of Defence - Army ; Client: COI/Army ; IPA_ProductCoding: Government Departments (Public service recruitment - armed forces, police etc.) ; Agency: Saatchi & Saatchi ; Author: Derick Walker ;