Soldiers promote new advertising campaign

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Soldiers from the Regular Army and Army Reserve will be in Sheffield this weekend, as part of a new recruitment campaign which focuses on existing soldiers’ real experiences.

The soldiers will be meeting members of the public at Meadowhall today and tomorrow, as part of a series of nationwide engagement events taking place across the country in coming months, designed to inspire, motivate and surprise people into thinking differently about the Army as an employer.

In a bold move to recruit more soldiers, challenge stereotypes, and broaden its appeal to young people, the British Army has launched a striking new TV campaign to attract 16-24 year olds - known as Generation Z.

The advertising represents a departure from traditional Army recruitment, using the strapline: ‘Don’t join the Army. Don’t become a better you’ and is the first Army advert not to depict serving soldiers and includes no weaponry or scenes of combat. The adverts feature genuine conversations young people might have with their friends, families, and influencers, when considering a career in the Army.

At this weekend’s event, members of the public will be able to try out virtual technology Gear VR headsets, which include a parachute jump, urban combat training, adventure training and a tank assault; a challenging BATAK wall which tests hand-eye co-ordination and stamina, and a river crossing challenge.

LCpl Connor Harper, a 20-year-old Recovery Mechanic in the Royal Electrical and Mechanical Engineers, will be at Meadowhall this weekend. He said: “Being in the Army has given me a purpose in life that I didn’t have before.

“During my time in the Army I have been all over Europe and have been able to do some amazing things, including sailing, mountain biking, climbing and adventure training. I have also gained a range of qualifications that will help me both in my Army career and in future civilian employment.”

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