The British Army - Stronger

Inclusivity, diversity and equity in The British Army.

Video Campaign - RAD Award winner 2022

As more recruits from increasingly diverse background join the forces, the British Army is on it’s way to becoming a true reflection of British people. But for a minority of soldiers, they still experience old prejudices.

Whether it’s homophobia in the guise of ‘banter’ or a repeat mispronunciation of team member’s name, these microaggressions can make daily life a misery for those on the receiving end.

So, we took an education first approach to help the Army tackle discrimination from the ground up.

Previous D&I initiatives had fallen flat or not been taken seriously, so we knew we have to get the tone and story right. It was also a first for our client in the Army working with an agency, so we had to gain their trust and bring them along with us.

A series of brave, bold and honest animations, that could transcend a powerpoint, start a conversation, and change attitudes from within.

Stronger tells real stories of soldiers who’ve faced discrimination in the Army. Each animation covered four areas of discrimination: race, gender sexuality and ‘newbie’ status and end in a unifying call to action:

“What have you done today to strengthen your team?”