Social media addicts, gym junkies and binge drinkers all targeted in Army's latest recruitment drive
Two images featured in the campaign are collages of muscular arms and torsos alongside the tagline:"Confidence can be built for a summertime or it can last a lifetime."
There's been scathing criticism of the Army's recruitment process from MPs and the press ever since it signed a contract with the private contractor Capita in 2012.Changes include speeding up application times, a less rigid approach to any applicants with minor ailments such as asthma and eczema, and new"soldier development" courses to help those who may struggle to meet the standard entry requirements for fitness and literacy.
The appeal is in part based on research from 2018 by The Prince's Trust which found that 54% of 16 to 25-year-olds believe a lack of self-confidence holds them back. Meanwhile, MP and former Army officer Tobias Ellwood said one of the challenges the armed forces face in retaining people is to adapt to personnel's changing personal lives.
"And what the armed forces needs to get better at is understanding that change and providing those facilities that allow you to continue doing the thing that you love - which is serving the armed forces - but also develop and nurture a family too." Mr Weaving added:"This new recruitment drive cost £3m and I'm sure they can justify that figure in some way.
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