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