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Introduction In early October 1997, a report was shown that the level of racism in the British army was very high. This fact put people off signing up for the British army. Because of this, figures began to drop. To solve this problem, the British Army set up a new advertising campaign to encourage both white people and people from ethnic groups to join the army. Saatchi and Saatchi are an advertising company who are well known for their excellent ways of inventing new ways of advertising, often containing a pun (a play on words). They were asked to take this project on board. The challenging slogan "Be the Best" was put together to hopefully promote new recruits. From then on, many posters were designed, each with an individual, cleverly constructed theme but always using this slogan. This was to attract different individuals rather than appealing to the stereotypes of army recruits...

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