Army recruiters target social media addicts and gym monkeys
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.