'Your Army Needs You': Army Unveils Latest Recruitment Campaign
The campaign 'Your Army Needs You' has been designed to show the Army looks beyond young stereotypes and "sees people differently".
The British Army has unveiled its latest recruitment campaign after struggling to get new recruits through the door last year.
The campaign 'Your Army Needs You' is comprised of a series of posters and video and radio adverts and has been designed to show the Army looks beyond young stereotypes and "sees people differently" and recognises their "need for a bigger sense of purpose", according to British Army Major General Paul Nanson.
Speaking in October, the Deputy Chief of the Defence Staff, Sir Mark Poffley, said that in the three months to August, the Army had recruited just 10% of the officer recruits and 7% of the other ranks it needed for 2018-19.
“Now all jobs in the Army are open to men and women. The best just got better."
Major General Paul Nanson, General Officer Commanding, Army Recruiting and Initial Training Group, added: “The Army sees people differently and we are proud to look beyond the stereotypes and spot the potential in young people, from compassion to self-belief.
"We understand the drive they have to succeed and recognise their need for a bigger sense of purpose in a job where they can do something meaningful.”
The campaign also features Kitchener-style illustrations of soldiers with stereotype labels which will be featured as billboards and outdoor advertising around the UK.
Based on the historic Your Country Needs You First World War poster featuring the stern-eyed British field marshal, the new billboards call out to "Me Me Me Millennials", "Class Clowns", "Binge Gamers", "Phone Zombies", "Snow Flakes", "Selfie Addicts" and say the army needs their potential and assets. These are named as their self-belief, spirit, drive, focus, compassion and confidence.
In 2016, the Army commissioned research that suggested 18-35-year-olds were spending an average of three-and-a-half hours on video games and social media.