Army re­cruiters tar­get so­cial me­dia ad­dicts and gym mon­keys

Manchester Evening News - - NEWS -

THE Army is ap­peal­ing to fol­low­ers of fast fash­ion, so­cial me­dia ad­dicts and gym mon­keys in a new re­cruit­ment drive.

The cam­paign aims to show how a ca­reer in the Army can build life­long self­con­fi­dence in con­trast to the short-term boosts that can be found in mod­ern so­ci­ety.

The PR drive, ti­tled “Army con­fi­dence lasts a life­time”, will see prospec­tive re­cruits tar­geted by tele­vi­sion and ra­dio ad­verts, bill­boards and video clips on so­cial me­dia.

Colonel Nick MacKen­zie, head of Army re­cruit­ing, said the new cam­paign aims

“to high­light that a ca­reer in the Army not only pro­vides ex­cit­ing op­por­tu­ni­ties, chal­lenges and ad­ven­tures but it also gives you a last­ing con­fi­dence that is hard to find in any other pro­fes­sion”.

He added: “This cam­paign tells a story of char­ac­ter built on ca­ma­raderie and en­cour­age­ment, of un­shake­able self­con­fi­dence built on over­com­ing chal­lenges.”

The de­ci­sion was un­der­pinned by 2018 re­search by The Prince’s Trust which found that 54 per cent of 16 to 25-yearolds be­lieve a lack of self-con­fi­dence holds them back.

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