Army gets tough & ditches ‘snowflake’ advertisements to encourage self-confident recruits

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Army gets tough & ditches ‘snowflake’ advertisements to encourage self-confident recruits 1

Accompanying images emphasise physical fitness and gaining self- respect. The slogan contrasts with last year’s controversial Your Army Needs You campaign which aimed to overcome fears of bullying by showing that the Army offers proper emotional support.  One new ad is a collage of muscular body parts accompanied by the tagline: “Confidence can be built for a summertime or it can last a lifetime.” 

Another, which depicts online emojis, reads: “Confidence can last as long as a [computer click] ‘like’ or it can last a lifetime.” 

The campaign will be a mix of posters plus 60-second television adverts, radio and social media clips. 

Veteran officers attacked last year’s pitches such as “Can I be gay in the Army?” or “What if I get emotional in the Army?” for pandering to the so-called “snowflake generation” of young adults sensitive to possible offence. 

The contractor hired to run recruiting, Capita, has faced severe criticism from MPs. 

But the 2019 campaign was hailed as a success by Colonel Nick MacKenzie, head of Army recruiting after it drew in 90,000 applicants – a five-year high. With three months of its recruiting year to go it has achieved 90 per cent of its target. 

Colonel MacKenzie added: “We want to highlight that a career in the Army not only provides exciting opportunities, challenges and adventure but it also gives you a lasting confidence hard to find in any other profession.” 


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