British Army launches this year’s recruitment campaign


The British Army has launched the third and final instalment of its three year ‘Belonging’ campaign, designed to raise awareness and get young people to consider joining the army for the first time, watch one of the adverts here.

Research undertaken by Capita, whom partner with the army in their recruitment endeavours, has shown that only 7% of people know someone who is currently serving whilst a staggering 81% of people have little knowledge of the British army and its role in society. The campaign for this year consists mainly of three different television adverts; one of a minute in length, and two more each of thirty second duration, and a series of several radio advertisements.

The theme of these are each based around what you would expect of a typical army recruitment advert: transgression and transition of recruits from their role in society based upon the army’s ability to see the best in people – typical of the advertisements seen in the last few years. The best example is that of a young lady pushing shopping trolleys for a living where the advert contrasts her current role into one in the army where her characteristics transpose into skills needed of a modern soldier.

Col. Ben Wilde, Asst. Dir of Recruitment said:

“The biggest benefit of joining the army is the sense of belonging experienced amongst soldiers, giving those who serve: common purpose,  strong bonds and a sense of working together.”

The campaign takes a more gamble with its series of posters on display across the UK consisting of six images based upon a modernisation of the infamous Lord Kitchener ‘Your Country Needs You’ posters.

The twist being each of the new advertisements poster contains an image of a modern soldier with different phrases including: ‘Binge Gamers’, ‘Class Clowns’, ‘Snow Flakes’, and ‘Selfie Addicts’ (plus more).

The gamble here is the army are effectively labelling the next generation of soldiers into any one of these categories which could potentially offend new recruits or perhaps miss their target audience where those wishing to join the army do not recognise themselves are fitting into either on the labels identified in the posters.

However, the British Army insists the entire advertisement campaign is focused around ‘unlocking potential’ and is designed to illustrate a sense of ‘belonging in a team where anyone can do something that matters’.

Notwithstanding this, nobody can fault the British army for the its commitment and resilience in recruitment, especially given the highly competitive marketplace in which it is competing. With unemployment in 16 to 20 year olds being at its lowest for several years, and more younger people travelling as opposed to staying the UK (largely as an effect of globalisation): the British Army ploughs on, and tries to differentiate itself to appear as an appealing option to the next generation of soldiers.

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Levi Goldsteinberg

Better than last year, still poor

w. martin

After 22 years the team kicks you out and don’t want to know.

P tattersall

After 22_years you revive a pension .. Many ppl have worked for years for 30 years and nothing in many jobs .. Work for any form of business they don’t come and hold your hand when you leave !!!!!!!.want to they want a personal nanny ?

captain P Wash.

What’s a “Now Flake” ?


Actually it’s “Snow Flake.” One of the included pictures has the poster for the ad.


“Your Army needs literally anyone, we’re desperate, well even take ex RAF Regiment” is the honest slogan!


Recruit EU citizens, like the Germans do.


the fact people get in a hissyfit over a stupid shoulder patch with the EU flag means thats impossible. But I have nothing wrong with Commonwealth Citizens joining…and Irish. I feel post brexit the commonwealth is where we need to be looking towards!

Cam Hunter

We already have a big number of non British in the army.


If they are willing to fight for this country then thats fine, for many, like Gurkhas, West Indians and Fijians its seen as a ‘way out’ and maybe even a chance to fight for the ‘mother country'(rare id say), we have a long historic affiliation with these countries, whereas with Europe its been either allies who work together for common goals or we have spent most of our time at war with them. Of course European unity should be a goal, but Britain shouldn’t be a part of it I feel. God Im sick of talking about the EU! but… Read more »


Dave F wrote:
Recruit EU citizens, like the Germans do.
Cpl Mikko Vehvilainen was jailed in Nov last for 8 years for belonging to Nazi wannabes National action. He is a Finish Citizen.

Funny enough, quite a few of the right wing idiots nicked in the UK killing people have been EU citizens. So from me, no thanks.


I didn’t realise there was a mass right wing killing epidemic occurring in this country.


Marc wrote: I didn’t realise there was a mass right wing killing epidemic occurring in this country. Thankfully there isn’t, and I was a little too eager to promote that view, what I should have stated was there has certainly been a rise in far right activity in the country from Eastern Europeans: which the ethical latte brigade love to promote as British xenophobia and as a claim that the average British person is a white racist bigot. But in reply to my statement: Mosque bomber Pavlo Lapshyn given life for murder A Ukrainian student has been jailed for at… Read more »

BV Buster

“well even take ex RAF Regiment” I would rather have African child soldiers before we go that low.


Crap, even RAF Reg? no way, but then again we have doors in the Company Offices that need opening and closing and the kettle doesn’t fill and boil on its own!


The problem the Army has, is it replaced its entire recruiting arm with…Crapita and I’m somebody who paid a visit to its then brand new recruiting HQ a few years back at Upavon in which to discuss one of my officer candidates and to see if there was a way in which to streamline the system (Wouldn’t budge) FYI: The system now is that candidates who wish to join up, have to apply on line, where they fill out an electronic application form where answering certain questions honestly, will see you rejected. (For example one of my female candidates stated… Read more »


When is the contract with Crapita up? Government needs to go back to the old system of armed forces careers offices they had previous to this load of wank; staff it with ex servicemen and women or those coming to the end of their service (perhaps a way to retain soldiers beyond the 22 years who are perhaps getting a little old for combat duties?)

The government’s obsession with contracting out to private companies is a mess and needs to stop. There was no need for the recruitment process to be as convoluted as it is.


Ah Sutton Coldfield, getting a chest Xray in that trailer!!!! Your right as usual Farouk, when my eldest went to join the reserves, she was chinned off, as about 2 years previous she hurt her back dragging someone out of a swimming pool (she is a lifeguard) and was on painkillers and medication for about 4 weeks, and got told to come back the following year with a doctors letter saying she is ok! Well she stuck with it, passed and is now bored as she is sick of sweeping the TA centre as there isn’t any cash for decent… Read more »

chaz baz

We could prob get 5000 gurka’s tommorrow, just offer them citizenship at the end of their service and we and they would benefit (that’s the kind of folk and their families i would welcome).


Sorry, just as crap as last year. If you want to see a decent recruiting campaign, and it does pain me somewhat to say this, look at the RMs, closely followed by the RN “made in the RN”, pretty good both.

Steve Taylor

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Fine, if you place ideology above practicality then have it your way: let’s recruit from the Commonwealth! It looks like the British youth is just not interested in joining the army.

For me, I’d much rather see Poles in the army as there are already millions here, that would even further help with their integration.


Dave we have been recruiting from the Commonwealth for years, and this went up a serious notch in the late 90s early 200s onwards. In fact at a certain period in time (I forget when, maybe one of you boys can remind me) the RLC was recruited over 18% Commonwealth and was in fact told to stop.


Its hardly surprising that 81% of the population know very little or nothing at all about the British Army considering that the armies manpower is at an all time low. How many people meet a serving sqaddie these days? The latest recruitment attempt is already a disaster and will fail to attract men and women who could be an asset to the Armed Forces. Pay is a major issue, being pursued by lawyers for obeying politicians orders is another, and now the possibility of trying to serve alongside colleagues with accepted personality problems should finish off the disaster. It is… Read more »

Ivan Kalot

Inn Ukraine we do darky Womans with Face pant much bettur than yoors, They has hairy bits on chins and big fire sticky bang bangs in hands of Stone grippy for ready internal invasive Rusky mens We want much joining of nato too get off them Rusky menaces owt of our womans parts.

captain P Wash.

Oh dear God. I actually understand all that. You got some Spell Checker there Mate, Is It Russian ?

Ivan Kalot

Rusky scum pfff , I spurt on the Grownd.


The reason why young men (who will make up the vast majority of new recruits and should therefore be focused on) join the Army or Navy is not “belonging” or some other nonsense but adventure, that’s what should be shown in adverts, tanks, machine guns, handguns, etc. THAT is what will make young men join, not some p.c. nonsense.


Correct to a certain degree, as when Herrick 4 got seriously kinetic and it was on everyone’s TV, recruitment over the next 4-5 years was not an issue. Most young lads (the main recruitment pool) watch the footage and wanted to be part of it. Combat is a great recruiter, seeing the sanitized version on telly (which however soon loses its gloss and becomes dirty, nasty, smelly and repetitive). But, it is still the biggest high and fix you can get! No matter what dolls the PC Brigade want lads to play with, lads still want to use weapons, drive… Read more »

captain P Wash.

Ha, It’s just like an Anne Summers party really then, but with less weapons for the Ladies to play with. (am I bad ? )


What a joke. We need WARRIORS
What the hell are we playing at
Rolls eyes


Here’s interesting recruitment material and from battle hardened and decorated military veterans too:


And? I could dig out a policy statement from MacDonald’s, doesn’t mean I eat that crap!

700 Glengarried men

Loss of the regimental system has a part to play, the merger of the Scots regiments into the woeful 1Scots etc in my opinion has curtailed the role that family has played in recruitment , as an ex Argyll I would not have joined a reg that said 5Scots as it has no family’/ region connection for me, and the history of the reg is a footnote. I’m sure that this is the same for all the tradional line reg throughout the UK

[…] The campaign is comprised of a series of posters and adverts and designed to show that the Army looks beyond stereotypes and recognises peoples “need for a bigger sense of purpose”, according to British Army Major General Paul Nanson. […]