Either the British Army likes a challenge, or they’re scraping the bottom of the barrel for recruits in this day and age of social media warriors and selfie-lovers. The new recruiting campaign to bring the Army to its authorized strength (to include women in the infantry) and keep it there is reaching out for a modern generation.
Thus:
Of course, the posters are a riff on British Field Marshal Lord Kitchener’s “Wants You” posters first fielded in 1914 to help recast the battered (and all-volunteer) British Expeditionary Force on the Western Front after the original regulars, The Old Contemptibles, had been bled white at the Marne and Ypres.
“Britons: Lord Kitchener Wants You. Join Your Country’s Army! God save the King.”
Notably, the new posters do not include the finger-pointing. Probably too aggressive.
Kitchener was not available for comment.
Meanwhile, on 28 Dec 2018, Army Capt. Louis Rudd, 49, became the first Briton to cross Antarctica solo, unsupported and unassisted.
“Using all the training and experience gathered from his 33-year military career, Lou hauled 165kg of kit and food supplies for 1500km across the driest, coldest and most inhospitable continent on the planet. Originally anticipated to take up to 75 days, to achieve this feat in 56 is extraordinary,” noted the Army.
Rudd, not on a recruiting poster
Update: The Parachute Regiment, who has their own program for direct recruitment, posted the below this afternoon with an appeal to don the “cherry berry.”
Pokey finger and all…
