'Snowflake' army ads were the foremost successful during a decade, administration reveal as they now attempt to win recruits with the promise of a Love Island body
The campaign claims that signing up provides 'confidence that lasts a lifetime'
The posters warn that fake tan and make-up are only 'quick hits' of confidence
The eight adverts, targeting those aged 18 to 24, aim to widen Britain's Army
Numbers are at an rock bottom thanks to failure to recruit enough in previous years
A controversial Army recruitment campaign aimed toward 'snowflakes' was the foremost successful during a decade, it's been revealed.
Following the campaign, 90,000 people applied to hitch the military , meaning it's 90 percent towards meeting its annual recruitment target, which runs until April.
Now Army chiefs hope to create on 2019's success with a campaign getting to lure young adults who want 'Love Island-style' bodies.
Despite being widely mocked at the time, the 'Your Army Needs You' campaign took September's monthly total number of recruits starting military training to the very best since 2009.
The impressive statistics were revealed before the 2020 'Army confidence lasts a lifetime' campaign.
A controversial Army recruitment campaign aimed toward 'snowflakes' was the foremost successful during a decade, it's been revealed. Following the campaign, 90,000 people applied to hitch the military , meaning it's 90% towards meeting its annual recruitment target, which runs until April
The adverts, unveiled today, warn that fake tan, make-up and lip fillers give only 'quick hits' of confidence.
Targeting those aged 18 to 24, the campaign claims that signing up to the military can provide 'confidence that lasts a lifetime'.
The PR drive will see prospective recruits targeted by television and radio adverts, billboards and video clips on social media.
Colonel Nick MacKenzie, head of Army recruiting, said the new campaign aims 'to highlight that a career within the Army not only provides exciting opportunities, challenges and adventures but it also gives you an enduring confidence that's hard to seek out in the other profession'.
He added: 'This campaign tells a story of character built on camaraderie and encouragement, of unshakeable self-confidence built on overcoming challenges.'
One of the pictures featured within the campaign may be a collage of muscular body parts amid the tagline: 'Confidence are often built for a summertime or it can last a lifetime.'
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