The latest Army recruitment campaign is focusing on emotional issues, addressing concerns regarding religion and sexual orientation.
The animated the “This is Belonging 2018” campaign worth £1.6 million is voiced by serving soldiers. Its aim is to appeal to minority groups as General Sir Nick Carter explained in BBC Radio 4’s programme:
“Our society is changing and I think it is entirely appropriate for us therefore to try and reach out to a much broader base to get the talent we need in order to sustain combat effectiveness”.
“I happen to be very proud of the fact that the British Army really does respect the background, ethnicity and gender of anybody.”
Colonel Richard Kemp, former commander of forces in Afghanistan told to BBC, that the campaign is “neglecting the main group of people who are interesting in joining” and suggests solving the “recruiting crisis” by optimising its application process and cutting the bureaucracy.
See all the ads from the new recruitment campaign here:
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