Skip to main content

New army recruitment campaign focuses on self-confidence

Published on: 6 Jan 2020

This year's new recruitment campaign for the British Army has focused on self-image and the fact that a career in the services could result in a lifetime of confidence.

Posters and advertisements from the 2020 drive show collages of social media-style images and point out that Instagram likes or Facebook follows are only likely to bring short-lived satisfaction.

The idea came after research from the Prince's Trust discovered 54 per cent of 18 to 24-year-olds believe a lack of self-confidence holds them back.

Army head of recruitment Colonel Nick MacKenzie said: "With the 2020 campaign we want to highlight that a career in the army not only provides exciting opportunities, challenges and adventure but it also gives you a lasting confidence that is hard to find in any other profession."

Last year's targeting of new recruits raised eyebrows after mentioning 'phone zombies' and 'selfie addicts', but it proved to be a resounding success for the Ministry of Defence among a younger, more tech-savvy audience.