April 3rd 2014


The Royal Anglian Regiment has beaten off professional communicators to march off with a top industry award at the International Visual Communications Association (IVCA) annual awards.

Six soldiers from the Regiment’s three battalions (2 x regular and 1 Army Reserve) attended the awards ceremony held at the Grosvenor House Hotel, London where they were presented with the Bronze Industry Award for Effective Communication.

The IVCA is the largest professional body of its kind in Europe whose fellows include Lord Attenborough, Sir Trevor McDonald and Jon Snow.

The awards have been established for 26 years and are the largest and most prestigious corporate communications awards in Europe giving international entries an opportunity to showcase their communication talent.

This year saw over 500 entries for all 27 categories. The Royal Anglicans entry outlined how the Regiment went from having an out-of-date, uncoordinated, lacklustre web presence to one which now leads the way in Army recruiting and sets the standard across the British Army.

Lieutenant Colonel Paul Morris the Commanding Officer of the 3rd Battalion (The Steelbacks) The Royal Anglian Regiment said: “We knew that if we wanted to engage with prospective future soldiers and encourage them to join our Regiment we had to improve our social media presence; without new recruits there is no regiment. Our web presence can be compared to a shop window and ours was not attractive so we set about a complete redesign.”

The Regiment’s website now links together the once disparate elements of the Regiment Association (a benevolent charity), recruiting and the Regimental Museum into a multiplatform web presence that share common up-to-date branding and links.

The new Regimental website: now acts as a communication hub that guides the visitor through the resources the Regiment has to offer including links to the British Army website and how to join the Army. It also links to the Regimental Association website and museum website. All three websites are unified, sharing the same branding and messages which appears on all physical and electronic literature produced by the Regiment.

Four videos created and produced by Grosvenor TV part of drpGroup are embedded in the websites and are also on Facebook and You Tube and are used throughout all recruiting and information activities. The videos promote the role of the regiment and what you can expect if you join as a regular or reserve.

The Regiment’s Facebook page is used to deliver up-to-date messaging on a regular basis including updates on operations in Afghanistan, news of recognition of its soldiers endeavours and a wide range of examples of what the Regiment does. In its first five months the web presence achieved resounding success and now has a targeted audience that spans the globe and grows on a monthly basis. This has helped them receive the highest intake of new recruits out of all 17 infantry Regiments.

On their Facebook page 463,000 people have engaged with the posts/contents since launch and the new Regimental websites have grown from 150 to around 4,000 new unique visitors a month.

Of all the IVCA awards the Industry Award for Effectiveness is amongst the most coveted and most highly prized. It is awarded to the submission which has had the most positive and verifiable impact on a client’s business.

The judging panels comprise leading practioners including creative leaders, producers, clients and commissioners from some of the world’s largest brands.

The judges said of the Royal Anglian’s submission: “This entry had clear strategic and communication objectives and they proved that case by the use of before and after metrics provided from independent sources.”

Speaking on behalf of the Regiment the Commanding Officer of the 3rd Battalion, Lieutenant Colonel Paul Morris, said: “We are very proud to receive the Effective Communicators Award. The awards are internationally respected and highly competitive so to be recognised for our efforts from the experts in this field is a great honour.”

Anyone interested in finding out more can view the website at or visit their Face Book page: The Royal Anglian Regiment.

The Regiment is a British Army Infantry Regiment consisting of three battalions: the 1st Battalion The Royal Anglian Regiment based in Picton Barracks, Wiltshire; 2nd Battalion The Royal Anglian Regiment based at Kendrew Barracks, Cottesmore and the Army Reserve Battalion: 3rd Battalion The Royal Anglian Regiment based in Bury St Edmunds.