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'Your Army Needs You': Army Unveils Latest Recruitment Campaign

Army Recruitment Poster

The new campaign features posters targeting "Snow Flakes", "Selfie Addicts" and "Binge Gamers" (Pictures: British Army).

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.

It is the third campaign of the 'This is Belonging' series, showing the essential skills needed in Army recruits, such as compassion, self-belief and focus.

The Army came under criticism by some commentators last year for adverts which aimed to emphasise the diversity of the armed forces.

Negative feedback to the adverts centred around the opinion that they were too 'politically correct'.

In the first quarter of 2018, the outsourcing company Capita brought in fewer than one in 10 of the recruits needed by the Army.

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.

READ MORE - FORCES.NET