BFBS Creative

BFBS Creative BFBS Creative is a specialist communications agency working across defence, government and complex environments where clarity, trust and influence matter.

Specialist communications agency supporting defence and government

Research-led insight shaping strategy, campaigns and content

Built to communicate clearly in complex environments

Part of BFBS, a non-profit supporting the Armed Forces community We offer research and insight to understand audiences, alongside strategic communications support through planning and campaigns that respond to real-w

orld challenges. Our team delivers content that connects, including video, design and podcast production, helping organisations communicate clearly in high-pressure and sensitive contexts. With deep experience in defence, inclusion and community-focused communications, we understand the environments our audiences operate in and how to reach them effectively. Get in touch to discuss your communications challenge and how we can support.

🎮 If nearly 70% of people in the UK play games, what does that mean for recruitment?It's a question that militaries arou...
09/06/2026

🎮 If nearly 70% of people in the UK play games, what does that mean for recruitment?

It's a question that militaries around the world have been exploring for years.

From America's Army and Twitch streams to esports teams and Fortnite collaborations, gaming is increasingly being discussed as a way to engage younger audiences.

But attention isn't the same as recruitment.

So where does gaming genuinely add value, and what needs to be considered before turning attention into recruitment?

Our latest article explores what gaming and esports can realistically offer Armed Forces recruitment, where they add value, and where they work best as part of a broader strategy.

Read more ⬇️
https://creative.bfbs.com/not-cheat-code-what-can-gaming-and-esports-really-offer-armed-forces-recruitment

What if winning the argument for more defence spending was never the hard part?New YouGov polling shows 56% of the Briti...
05/06/2026

What if winning the argument for more defence spending was never the hard part?

New YouGov polling shows 56% of the British public want defence spending increased. Just 6% want it cut.

That support holds across almost every group, which is incredibly rare. Only 18-24 year olds and Green voters break from that pattern.

However, the moment you ask how to pay for it, the consensus collapses.

We’ve pulled out what the findings mean for defence communicators.

Is the challenge convincing people to back defence, or convincing them to carry the cost?

Explore our report on attitudes towards defence across Europe and what it means for communicators:
https://lnkd.in/efRBwagZ

Source polling: YouGov survey of 2,076 GB adults, fieldwork 23–24 April 2026
https://lnkd.in/ee2_zSqF

🇱🇻 Two days in Riga. Dozens of speakers. Hundreds of conversations.So, what were the key themes emerging from Day 2 of N...
04/06/2026

🇱🇻 Two days in Riga. Dozens of speakers. Hundreds of conversations.

So, what were the key themes emerging from Day 2 of NATO Strategic Communications Centre of Excellence Riga StratCom Dialogue?

1️⃣ Automation

AI is rapidly changing the economics of communication. Campaigns that once required significant resource can now be created, adapted and distributed at a scale that was previously impossible.

The challenge is that scale and effectiveness are not the same thing.

As communication becomes easier to create, it also becomes easier to flood the information environment with content, noise and competing narratives.

2️⃣ Resilience

In an environment where influence can be generated at machine speed, resilience becomes increasingly important.

As 🇺🇦 Yaroslav Turbil put it, societies need to invest in their information "immune system", helping people identify manipulation and misinformation for themselves, rather than relying on it being debunked after the fact.

3️⃣ Shared reality

As AI-generated content becomes more accessible and information increasingly personalised, understanding what's real, what's trustworthy and who to trust is becoming more complex.

4️⃣ Strategic initiative

Tetiana Haiduchyk described this as the ability to defend the information environment proactively, rather than simply responding to it.

💡 Beneath many of these discussions was a broader question:
As AI becomes more capable, are we investing enough in the people behind it?

Technology will continue to evolve.

The ability to think critically, understand audiences, make sense of complexity and apply sound judgement remains essential.

Human judgement remains the decisive advantage.

Of course, some of the most valuable conversations happened outside the sessions.

Over the past two days, we caught up with familiar faces, made new connections and heard a wide range of perspectives on the challenges organisations are facing right now.

We're looking forward to continuing those conversations and helping organisations navigate an increasingly complex information environment.

If you weren't in Riga but would like to discuss an idea or comms challenge, get in touch via DM or email.

📩 [email protected]

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One question kept resurfacing on Day 1 at NATO Strategic Communications Centre of ExcellenceHow do organisations navigat...
03/06/2026

One question kept resurfacing on Day 1 at NATO Strategic Communications Centre of Excellence

How do organisations navigate an increasingly complex world?

Across discussions on AI, trust, security, technology and the information environment, several related themes emerged:

→ Organisations are navigating increasing complexity and looking for ways to create greater clarity, understanding and resilience.

→ Trust was one of those themes, alongside broader conversations about credibility, audience understanding and how organisations can move beyond reacting to events and instead help shape the conditions for future success.

→ Increasingly, strategic communications is being recognised as a core capability, helping organisations make sense of complexity, understand audiences and create clarity when uncertainty is high.

Beyond the panels, the conversations continued in the Marketplace, with plenty of discussion around communications challenges, audience understanding and how organisations are navigating an increasingly complex environment.

We'll be back in the Marketplace for Day 2 tomorrow.

If you're attending and would like to discuss a communications challenge, exchange ideas or simply connect, come and say hello to Ethan and Daniel.

Challenge or opportunity?The Department for Work and Pensions (DWP) latest Young People and Work report found that nearl...
02/06/2026

Challenge or opportunity?

The Department for Work and Pensions (DWP) latest Young People and Work report found that nearly a million young people are currently not in education, employment or training.

So it's easy to see why much of the conversation has focused on the scale of the challenge.

But the report also found that 84% want a job, education or training.

Which raises an interesting question for organisations competing for talent.
Could some of the young people often discussed as a workforce challenge represent an overlooked recruitment opportunity?

In this article, Tom explores what the findings could mean for Armed Forces recruitment.

Read more ↓
https://creative.bfbs.com/written-signed

What if nearly a million young people who are not in education, employment or training aren't just a workforce challenge...
29/05/2026

What if nearly a million young people who are not in education, employment or training aren't just a workforce challenge, but a recruitment opportunity?

The Department for Work and Pensions' latest 'Young People and Work' report highlights a stark reality: 957,000 young people in the UK are not in education, employment or training.

Much of the conversation focuses on the problem.

But one finding changes the conversation:

84% say they want a job, education or training.

So what is getting in the way?

We've pulled together some of the key insights from the report and what they could mean for Armed Forces recruitment.

Is the bigger challenge attracting young people, or helping them take the next step?

Interested in the original research? Read the Department for Work and Pensions' Young People and Work report here: https://lnkd.in/eedKWggG

We tell stories all the time.But what happens when those stories involve real people, lived experience and trust?Our lat...
28/05/2026

We tell stories all the time.

But what happens when those stories involve real people, lived experience and trust?

Our latest edition of The Comms Dispatch explores co-production, ethical storytelling and why how stories are told matters too.

You can read the full piece on our website:
https://creative.bfbs.com/blog

What if one of the strongest protections against extremism isn’t louder messaging, but connection?Our latest article exp...
13/05/2026

What if one of the strongest protections against extremism isn’t louder messaging, but connection?

Our latest article explores:
→ why isolation can make harmful narratives more appealing
→ how conversation helps build resilience and trust
→ what the RESIST 3 framework tells us about modern information threats
→ why human connection still matters in fragmented information environments

The conversations we create, encourage or avoid can shape more than we realise.

Read more 👇🏽
https://creative.bfbs.com/blog

07/05/2026

How much of yourself do you feel able to bring to work?

On our podcast, The Culture Colonel, Siobhan Sheridan CBE reflects on leadership, belonging and why feeling comfortable in yourself matters more than we sometimes realise.

In conversation with Lindsay MacDuff, Siobhán explores the pressure people can feel to fit in, and how simply showing up as yourself can quietly shape the culture around you.

A conversation about authenticity, belonging and the impact culture can have on how people feel at work.

🔎 Search The Culture Colonel, Season 2 Episode 5: 'Get Curious Before Getting Critical' wherever you get your podcasts, or listen here 👇🏽
https://tinyurl.com/5n6ky4zk

30/04/2026

Need to create communications, but not sure where to start?

From insight and strategy through to content and delivery, we can support teams at every stage.

Whether you need full delivery or targeted support, we’ll work alongside you in a way that works for you.

It’s all focused on creating impact where it matters.

Wherever you need it.

If this sounds familiar, let’s talk.
📩 [email protected]

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