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Start Thinking Soldier

In the U.K., a New Army Recruiting Tool

Published on .

British Army

For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site.

The British army needs to recruit about 15,000 candidates a year, so it's always on the lookout for new tools to reach its target. Its "Start Thinking Soldier" campaign centers on a series of online challenges that enable participants to test and develop the kinds of skills used by soldiers but within a discreet environment.

Four commercials bring to life four key areas of army expertise: teamwork, decision making, leadership, and fitness and mental sharpness. At the end of each film, the viewer is presented with a dilemma and asked "What would you do?" Online at army.mod.uk, viewers can choose among three options and receive immediate feedback.

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CMDglobal.com is the world's only creative-media resource. In addition to a searchable archive of the best media campaigns from across the globe, it includes articles and analysis on trends and best practices for media strategists.

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