Army follows up 'Snowflake' ads with push seeking gym monkeys and binge drinkers

The British Army is looking to recruit young people with a campaign that shines a spotlight on what it says is the “unique and long-lasting sense of confidence” earned by signing up.

The ‘Confidence Lasts a Lifetime’ push contrasts the “quick hits” of confidence the army says are easily gained, and easily lost, in a modern world with the long-term boost it offers.

Developed by long-time ad agency Karmarama, the push follows on from 2019’s controversial, but ultimately successful, ‘Your Army Needs You’ campaign. Both initiatives are part of the Army’s wider ‘This Is Belonging’ series.

The 2019 execution drove 95,000 applications over nine months, and the highest number of recruits started basic training in September 2019 than in the last ten years as a result, according to the Army.

The TV spot at the heart of the new drive follows a metaphorical journey of a soldier who is confronted with distractions all offering a brief confidence lift – including a big night out, social media likes and the lure of fast fashion. He’s then interrupted with encouragement from a fellow soldier to demonstrate the alternative offered by the Army.

A further string of films and radio ads will hammer home the same concept. While a series of collage-style posters will challenge the promises of confidence surrounding young people.

One of the key reasons for taking this path to attract recruits is research undertaken in 2018 by The Prince’s Trust and Deloitte, which found that 54% of 16-to-25-year-olds believe a lack of self-confidence holds them back.

A further 46% said that comparing their lives to others on social media made them feel “inadequate”, while only one in four (24%) said their workplace offers adequate support in developing confidence.

Nik Studzinski, chief creative officer at Karmarama said: “Building on the foundations of the ‘This is Belonging’ campaign, this year’s campaign highlights another benefit of a career in the Army, the sense of confidence you develop as a recruit.

“A deep sense of confidence that, just like the friendships you make and the skills you learn, lasts a lifetime.

“We’re looking to build on last year’s success, with more than 16,000 people applying to join the Army in January 2019, an increase of 71% on the previous year.”

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