Army shifts focus in latest recruitment campaign

The British Army will use its latest recruitment campaign to position itself as a place for young people to develop their careers.

The multimedia campaign highlights the range of “civilian qualifications” the Army offers as well as the opportunities to develop transferrable skills that can be used after service.

The campaign comes just under a year after the Army’s “Start Thinking Soldier” campaign that tried to boost the number of recruits through online challenges that asked potential candidates to “show us your Army skills”.

Colin Cook, marketing director at the British Army, says: “The ’Army Learning. Different Class’ campaign is an extension of last year’s activity as the Army looks to meet its recruitment targets for 2010.

“The Army is positioning itself as an organisation that matches the aspirations of a generation that has a lot of career choices.”

The Army needs about 15,000 recruits a year to maintain the numbers required to serve in places such as Afghanistan.

The latest television and digital campaign was created by Publicis and AKQA. It will break on 10 May.

The TV advertisement tells the story of “real” soldiers that developed skills and broadened their career opportunities by joining the Army. Animated graphics of the soldiers are projected onto a white board along with text and visuals explaining their stories.

The TV ads will be supported by online activity including video and social media.

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