11202019What's Hot:

British Army Asks ‘Snowflakes’ and ‘Binge Gamers’ to Join the Ranks

With the slogan “Your Army Needs You,” the new ad campaign reaches back over a century to the well-known World War I recruiting phrase “Your Country Needs You,” printed on posters showing Field Marshal Lord Kitchener, wearing a mustache and a stern expression and pointing a finger at the viewer.

That image inspired the Uncle Sam “I Want You” posters in the United States in 1917, and was part of a long series of recruitment posters during and after the world wars.

The British Army’s image as both a force and an employer has faded over the decades — the Iraq war was unpopular, troop strength is down, and other job opportunities have swelled, with unemployment at historic lows.

In addition, health checks, assessments and interviews can drag on for a year before recruits begin training, the National Audit Office report said.

One of the new TV ads shows a woman stacking up carts in a supermarket parking lot, while her colleagues comment on how slowly she works. “Millennials — useless,” says one co-worker, before the image switches to the cockpit of a military helicopter, with a voice on the radio saying “Sounds like a perfectionist to me.”

To compete for young talent, the military has used an array of advertising pitches and emotional appeals.

In 2017, an ad campaign called “This is Belonging” spoke to the strong personal bonds between soldiers, and the 2018 ads highlighted diversity within the army’s ranks, asking questions like “can I be gay in the army?”

But the campaigns have invited criticism that the army was trying to exploit young people at times of stress rather than offering them opportunities. Last summer, The Guardian reported, the army paid for ads on social media that were aimed at 16-year-olds as they were receiving the results of national exams to determine whether they could advance in school.

Source: NYT > World

comments powered by HyperComments

More on the topic