Army Recruitment - Up and over the 'wall of fear'

Adrian Marks, Mark Pihlens and Mark Tomblin

Throughout the mid-late 1990s, the Army did not have as many trained men and women as it needed to do its job properly.
Agency: PublicisAuthors: Adrian Marks, Mark Pihlens and Mark Tomblin

Up and over the 'wall of fear' – how advertising is helping the Army finally meet its manning obligations

INTRODUCTION

In 1994 the Army introduced 'Be the Best', one of the most famous and respected advertising campaigns ever run in the UK. It won many awards and has been widely credited with 'putting the Army back in business'. And to a very great extent it did.

During this period, however, there was one quiet truth which was never acknowledged: throughout the 1990s the Army consistently failed to meet...

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