The British Army found an increasing number of potential recruits, young men and women 16-24 years, failed the basic fitness test. Publicis were briefed to tackle this and to increase applications to the Territorial Army.Everyone wants to make a fresh start in the New Year. Gym membership soars. But there's fitness brand that stands over and above the rest: Army Fit. As part of a Territorial Army recruitment campaign we created an interactive customised online fitness programme. Users could sign up to change their lifestyle and get information on a part time career that would change their lives.