BIMA Awards

Advance Awards: Impact | The Army

by Karmarama for The Army

Project information

Interviews with soldiers revealed a much more powerful motivation for joining the army than the skills, qualifications and rational drivers that had been featured in communications previously. It was the sense of belonging, that you get in the army that truly made a difference to recruits’ lives. They spoke to Karmarama about culture, in the most literal sense, an environment that acts as a catalyst to personal growth, due to the strong bonds and selfless support that form its defining characteristics. Karmarama’s job creatively was to dramatise the moments of belonging in the most powerful and surprising ways possible.