Army Reserve Officer - 44 weeks (Social)

Agency: Tonic Agency Ltd Client: The British Army Media: Social My role: Copywriter Insight: The Royal Military Academy Sandhurst is a place where all officers in the British Army are trained to take on the responsibilities of leading the soldiers under their command. The Commissioning Course for Regular Army officers is 44 weeks long, including recess periods. It runs three times a year, starting in January, May and September. Training at Sandhurst covers military, practical and academic subjects, and while it is mentally and physically demanding, there’s also plenty of time set aside for sport and adventurous training. Statistics showed that applications for the Commissioning Course had reduced from the previous year. Upon conducting social research through the military social accounts, we gathered that people weren’t actually aware of what this course entailed. Task: Improve awareness of the Sandhurst Commissioning Course through following the journey of Josh, as he takes on a challenging 44-week path to become an Army Officer. (Following the tone of voice of the ‘With Heart. With Mind’ Officer campaign). Idea: I crafted social posts based on Josh’s weekly blog entries and lead the audience through 44 weeks of what it takes to shape the future leaders of the British Army. We then directed them towards the Army blog site to read the rest of Josh’s story and to gain insights into the life of an Officer Cadet. I wanted the prospective applicants to feel what Josh felt every week; the fun, the fear, the adrenaline and the sheer pride from overcoming one’s personal and professional obstacles. In an essence, shedding light onto what you can truly achieve if you have the determination to succeed in the British Army – it’s not all guns and grenades, that’s for sure. Check out Josh’s blog here https://britisharmyblog.wordpress.com/training-in-the-army/week-one-100mph-2/