The Army – Camouflage

Camouflage was created to help the Army develop relationships with young people who were interested in the Army, yet too young to join. Initially the database was constructed using opt-in information gathered at exhibitions and sporting events and further enhanced by field-force activity at school events, promotions and rugby matches.

Potential members were sent a postcard encouraging them to find out more about the Army by joining ‘Camouflage’. Members received a welcome pack (seen here) which included: a coded letter and decoder, a bespoke magazine, a briefing pack and a poster. They also had access to the Camouflage website – an interactive environment of Army-specific games, message boards, events and competitions.

Camouflage attracted 21,000 members in the first three months and 150,000 in the first year.

150,000 recruits in first year