Posted on January 3, 2019
The campaign ‘Your Army Needs You’ 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. Based on the historic Your Country Needs You First World War poster featuring the stern-eyed British field marshal, the new billboards call out to “Me Me Me Millennials”, “Class Clowns”, “Binge Gamers”, “Phone Zombies”, “Snow Flakes”, “Selfie Addicts” and say the army needs their potential and assets. These are named as their self-belief, spirit, drive, focus, compassion and confidence. 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. 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.