Barmy Army campaign

09 January 2019

Industry Insights

There’s been a lot of conversation about the latest campaign from the British Army. The campaign is based on the iconic Lord Kitchener poster from World War I and targets people branded ‘Selfie addicts’, ‘Snowflakes’ and ‘Me me me millennials”.

The majority of this conversation around the campaign has been negative and we can certainly understand why.

Using derogatory terms such as these is perhaps a little offensive and is surely going to put people off joining the army? It also focuses on characteristics which are hardly desirable for someone to survive in the army. Being committed because you’re a gamer…that’s a joke right?

Perhaps the campaign was created to capture attention and increase conversation (I guess writing this blog post is feeding that?!) conversation has certainly spiked but not in a positive way.

It sounds to us like the army need to go back to basics and improve the product. What’s the point in trying to sell something which to be quite frank…is rubbish. It’s no secret that the army isn’t what it used to be:

Robin E Horsfall said: “The army used to be sold by focusing on what was on offer. Skills, apprenticeships, trades, comradeship, travel, adventure training, SECURITY and being a member of a special group of which one could be proud. I highlight security because it used to be a job for twenty-two years if so desired. It used to offer secure furnished housing and it used to offer a good pension after a full service term. Most importantly it offered the support of the government for carrying out life threatening missions.”

It seems to me that the Army need to go back to basics and address the foundations of what the army have to offer ahead of releasing campaigns and jeopardising recruitment further.

Here’s what Major General Paul Nanson, the head of Army Recruiting said: “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.”