First Time Fails

First Time Fails follows on from the British Army’s latest recruitment campaign, Fail. Learn. Win. The new recruitment campaign shows 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. This is a stark contrast to wider society where failure is often seen as a weakness, to be avoided at all costs, and many are obsessed by projecting perfection through social media, exam results and material objects.