British Army Twists First World War Slogan in Inclusive Recruitment Push

The British Army will today unveil its latest recruitment campaign, Your Army Needs You, which shows how the Army sees potential in young people and offers new recruits a chance to belong in a team doing work that really matters.

 

The tagline puts a new spin on the famous recruitment posters used in 1914 to encourage people to fight in the First World War,  featuring the face of Lord Kitchener, the Secretary of State for War at the time, followed by the words ‘wants you’. Kitchener style illustrations of soldiers with stereotype labels will be featured as billboards and outdoor advertising around the UK. These posters highlight what the Army sees where others see labels or stereotypes - e.g. compassion in ‘snowflakes’, self-belief in ‘me me me millenials’ and drive in ‘binge gamers’.

 

The new campaign, created by Karmarama, is the third execution of the ‘This is Belonging’ series, showing how the Army finds potential beyond Gen-Z and millennial stereotypes and identifying the essential skills needed in new Army recruits, such as compassion, self-belief and focus. The majority (72%) of young people describe themselves as ambitious yet many feel undervalued and want a job with real purpose. Your Army Needs You shows how they can belong in the Army to do meaningful work.

 

The Your Army Needs You TV adverts, directed by Johnny Green through Anonymous Content, tell the stories of individuals whose perceived weaknesses are seen as strengths by the Army. Potential recruits are shown at home or work, with others calling out their stereotypes, before the scene changes to depict them in the Army performing roles where their potential is recognised, including soldiers assisting on humanitarian missions in war-torn villages and supporting on a Caribbean hurricane relief effort.

 

Previous ‘This is Belonging’ campaigns landed the emotional benefit of the strong bonds experienced in the Army (2017) and how it’s not only one type of person who finds their place in the Army (2018). As a result, more people feel they would fit well into the Army since the campaign began and Army job applications for regular soldiers are at a five year high.

 

Defence Secretary Gavin Williamson said: “People are fundamental to the Army. The ‘Your Army Needs You’ campaign is a powerful call to action that appeals to those seeking to make a difference as part of an innovative and inclusive team. It shows that time spent in the Army equips people with skills for life and provides comradeship, adventure and opportunity like no other job does.”

 

“Now all jobs in the Army are open to men and women. The best just got better.”

 

Major General Paul Nanson CBE, General Officer Commanding, Army Recruiting and Initial Training Group, The British Army commented, “The Army sees people differently and we are proud to look beyond the stereotypes and spot the potential in young people, from compassion to self-belief. We understand the drive they have to succeed and recognise their need for a bigger sense of purpose in a job where they can do something meaningful.”

 

The British Army remains the biggest UK provider of apprenticeships, with a vast breadth of roles. The Army offers people the opportunity to use and grow their potential through challenges and training. With every person doing something that means something to them, to the team and to the country, it’s not just a job, it’s a way of life.

 

Your Army Needs You launches on January 3rd, 2019.