Army - Case Study





Having carried out research, the Army found that several barriers, issues and misconceptions existed within ethnic audiences towards joining the Army. Based on this, the Army asked Mediareach to launch a recruitment drive specifically targeting the ethnic communities.

Our Task

Mediareach was tasked with raising awareness and informing the ethnic community about career options within the Army, as well as addressing issues and changing perceptions about the Army lifestyle.

What We Did

Using print media, we created a campaign that addressed the issues of equality, religion, lifestyle, careers and educational opportunities. We also delivered tactical messages around relevant religious holidays such as Eid and Diwali.

What We Achieved

The campaign successfully increased calls to the ethnic recruitment helpline by 400%, more than 2000 online clicks and an overall increase in ethnic recruits within the Army.