'Be the Best': Soldier recruitment advertising 1994-1996

Derick Walker

1994-6 campaign for army recruitment. Changed context and strategy following `Options for Change' described: need to counter negative publicity, encourage enquiries from high-quality young people, build foundations for longer term improvement in the image of the Army as a secure and desirable career option.
Agency: Saatchi & SaatchiAuthor: Derick Walker

'Be the Best': Soldier recruitment advertising 1994-1996

INTRODUCTION

The Army has been saved from a 'catastrophic' manning shortage of 20,000 soldiers by the year 2000...

So said the Adjutant-General, General Sir Michael Rose at his annual conference in April 1996. How had this situation arisen and how had advertising helped to redress it?

In early 1994, it was becoming increasingly clear that the British Army would be facing a manpower crisis by the end of the century unless it took steps to address its reputation as...

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