Think Army's not for you? Think again, says new ad campaign

The British Army has launched its latest recruitment campaign, You Belong Here, targeting the six in 10 young people who do not think the Army is for them.

The series of adverts is hoping to challenge the misconceptions of the 59% of young people, which their research found, believe would not fit in if they joined up.

In one of the three 30-second adverts, You Belong Here - Evacuation, viewers are immersed in a civilian evacuation operation during a conflict and are asked: "What's your gut saying?

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"Do nothing?

"Or help?"

The new campaign aims to boost the 2023 recruitment of 16 to 34-year-olds across Regular and Reserve forces, both commissioned and non-commissioned. It hopes to speak directly to young people by showing that there is a place for them within the Army.

Each of the adverts uses a first-person perspective to put potential recruits into the heart of a dramatic scenario, asking them to make a decision asked about what they would do next. 

According to the Army's research, 88% of young people say they believe a career that reflects their values is important.

However fewer than one in two (48%) young people think the Army would fulfil their values.

To address this, the Army wants to get across the message that it shares many of the values which it found were important to young adults, namely respect, fun, hard work and being helpful.

Major General Tom Bewick OBE, the General Officer Commanding of Army Recruiting, said: "Every year our recruitment campaign evolves to address new challenges that create a barrier to recruitment. 

"This year is no different.

"You Belong Here seeks to dispel any doubts that young people may have about fitting in the Army by speaking to how we’re more alike than they think. 

"We hope the new campaign sends the message to all aspiring recruits that they belong where their values mean something – they belong here in the British Army."

In January the Army released its second instalment of the Nothing Can Do What a Soldier Can Do campaign, which aimed to show that even as the Army becomes more technologically advanced, soldiers will always be its most valuable asset.