The Army - Welcoming the 1,000th recruit

Ian Dommett

From 2003-2007, the Army in Scotland faced a storm of unpopular wars, deaths in service and training, hostile media campaigns, year-on-year decline in recruitment numbers and the loss of iconic brand identities.

The Army – Welcoming the 1,000th recruit

Principal Author: Ian Dommett – Golley Slater

Contributing Authors: John Mitchell and David Allfrey – 51 (Scottish) Brigade

INTRODUCTION

Two unpopular wars, deaths in service, deaths in training, political and media supported hostile campaigns, year-on-year decline in recruitment numbers, the potential loss of iconic brand identities … No other submission to these awards will have encountered the set of circumstances faced by the Army in Scotland from 2003 – 2007. This ‘perfect storm’ led to a fundamental re-evaluation of how the Army marketed itself, how it engaged with its target audience and their...

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