British Army to hold soldier engagement events for Generation Z

The British Army has launched a new campaign to attract 16-24-year olds, which includes a live campaign to encourage engagement with the organisation.

The live events will be supported by reverse-psychology advertising
The live events will be supported by reverse-psychology advertising

The events will see real soldiers meeting with members of the public to share their stories. A key theme of the storytelling events - as well as the entire campaign - will be personal growth within the Army.

The series will kick off on Saturday (23 January) in Croydon, before heading to Newcastle the next day. The Army is also targeting Generation Z at weekends in Glasgow, Manchester, Birmingham, Peterborough, Sheffield, Leicester, Doncaster, Cardiff and Portsmouth.

The live campaign will finish in Liverpool on 13 March. If forms part of a new initiative, Be A Better You, which was devised by agency Karmarama and aims to recruit 16-24-year olds by addressing any misconceptions about the organisation.

All marketing will drive people to a new hub on the Army jobs website and will run until the end of February. Further bursts of the campaign are planned for later in the year. 

Chris Tickell, general officer commanding, Army Recruiting and Training Division, said: "We have deliberately designed a bold, new recruitment campaign that uses reverse psychology and a thought-provoking approach. It will encourage young people and those who influence them to notice the Army, and start having open conversations with real soldiers and their friends and relatives.  

"They can discuss any reservations they may have about joining head on and take the opportunity to consider how much the Army has to offer them and whether it is the right career for them."

More: In pictures: British Army turns to Oculus Rift for recruitment

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