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Unpicking British Army recruitment adverts

The latest British Army recruitment advert received widespread critique for innaccurate depictions of the military's role in domestic floods. We took a look at the advert and its place in the recruitment landscape.

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Army dreaming

The Army are exploiting adolescent vulnerabilities and utilising crude stereotypes in order to attract record numbers of young recruits. We should be concerned about the gap between the dream sold by these advertising campaigns and the reality of military life.

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British army ads targeting ‘stressed and vulnerable’ teenagers

The British army has targeted recruitment material at “stressed and vulnerable” 16-year-olds via social media on and around GCSE results day, the Guardian can reveal.

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An inclusive, emotionally supportive British Army? Not yet.

ForcesWatch comment on the 2018 British Army recruitment advertising campaign: We welcome any commitments and improvements the military makes to the welfare of soldiers but caution that the reality of military life is not accurately represented in this new campaign, and that the welfare of recruits into the Army should not be overlooked. A shorter version of this article is published by The Huffington Post

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British Army targets working class kids

The Army's latest recruitment campaign focuses on low income families from cities with high deprivation levels.

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Army recruitment practices exploit and widen class divisions

New evidence confirms that the British Army recruitment marketing deliberately targets working-class young people.

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Army life: the other side of the story

Telling adolescents that they can resolve their need to belong by joining the Army is simplistic and one-sided. The reality is many aspects of army life are potentially harmful, especially to vulnerable individuals. The other side of the story needs to be told. This is a longer version of an article first published by The Huffington Post

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