In many ways a demonstration of the power of the database. Over a 12 year period we were able to work closely with a series of TV Agencies, from CDP, to Saatchis, and watch how they got to grips with convincing people that it is a good idea to put your life on the line for your country.
"Dulce et Decorum est pro patria mori"
"The Old Lie"
The simple fact is that the most dangerous regiments do not have a recruiting problem. The chances of you serving a full term in the Para's without incurring a serious injury, or worse, is about 50%.
Many of those deaths being caused unnecessarily by poor equipment.
It is a fact that apart from a handful of days, the British Army has been on Active Service somewhere in the World, every day since the 1600's.
So on the face of it, this is not a good career move. And yet the recruiting problems for Soldier recruiting in particular, are in the safer areas of the Army.
In marketing terms this, of all the accounts we have had the priviledge to be involved with, demonstrates the human need to have respect amongst your peers. Long may it last.
There are 72 different ways to become an Army Officer, and we wrote and maintained the database that tracked candidates progress from CCF cadets through University or Sandhurst, and onto a career as an Army Officer.
Our input in communications terms throughout that time was diverse, from Press Issues, through "Ethnic Minority" Recruiting, working with Chris Mullard and Jocelyn Barrow, to Challenger Club, and it taught us the following:-