The British Army’s latest recruitment campaign is appearing on Grassroot Media’s digital screens inside grassroots football and rugby clubhouses.
The You Belong Here creative shows soldiers playing football, with a clear invitation to search Army Jobs. Displayed in a sports club, it connects a familiar activity with a message about belonging.
These photographs show the campaign in the spaces around club life, from bar counters and seating areas to a busy clubhouse at Brightlingsea Regent FC.
Football in the creative and sport in the room
There is a clear reason for this campaign to appear in a sporting environment. Club members understand the experience of joining a team, taking part and finding their place within a group. Football imagery gives the Army message a recognisable connection to that experience.
The screens sit within ordinary clubhouse surroundings, alongside notices, trophies, team photographs and the bar. The photographs show the placement as people encounter it.
Reaching people through club life
Football and rugby clubs bring together players, coaches, volunteers, supporters and families. Members return for training, matches and social activity, creating opportunities to encounter campaign messages during their regular visits.
The current Army activity uses digital clubhouse screens. These carry national campaigns alongside the club’s own fixtures, events, news and sponsor content, giving the display a useful role in everyday club communication.
See the campaign in its setting
Explore the gallery below for close views of the creative and wider photographs of the venues carrying it.
Thank you to the participating clubs for supplying photographs and helping us document the activity.
Plan a campaign around the environment
This campaign is a useful example of considering the creative and its surroundings together. Understanding the club setting can help an advertiser choose the right sports, formats and message for its brief.
Planning a recruitment, public information or brand campaign? Speak to Grassroot Media about reaching people inside grassroots sports clubs, and involve us while the media plan and creative are being developed.