New Army Recruitment Campaign Promotes Turning Failure Into Success

The British Army has launched its latest recruitment campaign, which focuses on turning failure into success.

The 'Fail. Learn. Win.' campaign is designed to show the positives of failure and how "failing is not a reason to quit, but a way to learn and grow in order to win when it really matters" according to the Ministry of Defence (MOD).

The theme of the latest recruitment drive is a response to research commissioned by the British Army from November 2020, which found 81% of the 1,003 16 to 25-year-olds surveyed were unable to achieve goals because of fear of failure.

Despite this, 83% agreed failure is an important part of learning and growing.

The 'Fail. Learn. Win.’ campaign follows 2020’s 'Army Confidence Lasts a Lifetime' campaign, which suggested the service can build lifelong self-confidence in contrast to the short-term boosts that can be found in modern society.

The latest TV adverts show soldiers as they face failure, one soldier face down in the mud, another struggling to keep up with the pace on a training march.

Both soldiers overcome these moments and psychologically and physically leave their failures behind, thanks to the belonging that comes with being a part of the British Army.

Lieutenant General Sir Tyrone Urch, Commander Home Command and the Standing Joint Commander (UK), said: "In a uniquely demanding year for us all, it has been remarkable and really encouraging to see the huge numbers of talented young people looking to join the Army.

"It’s testament to a fantastic team effort, to dedicated staff going the extra mile in extraordinary circumstances, to another great marketing campaign, and of course to the impressive young men and women who volunteer to serve. 

"The 2021 'Fail. Learn. Win.' campaign will take us forwards again. At its core it reminds us that in the Army we are proud to train to the point of failure, so we can learn and grow," he added.

"That’s the way we nail it when it really matters."

Nick Terry, chief marketing officer, Recruiting Group, said: "The recruitment campaign in 2020 was one of our most successful to date and we hope to replicate that success in 2021.

"In January last year, four days after launch of the last campaign, the record was broken for the highest number of applications received in a single day."

Last year, the Army met its recruitment target for the first time since working with Capita.

The service achieved its 2019/20 recruiting target for regular soldiers ready to train, and regular direct entry officers, while reservist recruitment achieved 95% of the annual target.

Until last year, the number of recruits had fallen short every year since the 10-year contract began with the private firm in 2012, as well as targets being missed for a decade before that.

Capita has faced criticism in the past after Army recruitment numbers fell short, with a senior military admitting the Army and its contractor had "made some bad mistakes and some errors" in recruiting new soldiers.

It was confirmed last year that Capita was awarded a contract extension to continue its recruitment service for the Army.

Cover image: MOD.