Joining the Army is a scary thing. 12 soldier’s tales were kicked off in TV, Radio and Press ads, but users had to go online to view the whole video, and find out what happened next.

Real soldiers coping with real situations. Changing false assumptions and countering negative PR.
The Pathfinder tool allowed users to asses their own compatibilty with Army Life. It showed the Army as a compelling and aspirational career choice for 16-24 year olds regardless of
background, education, race or sex.
Actual job applications are up by 25%.

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