British army recruitment seeks young working-class people, report shows

The British Army is specifically targeting young, working-class people despite claiming to aim advertising at all socio-economic backgrounds, it has been revealed.

The Guardian has reported that a briefing document from the British Army makes it clear that the key audience is 16 to 24 year olds from the lowest social and economic groups.

The document also reveals that although the campaign targets all of the UK, there are ‘up-weights’ to cities in northern England.

The charity, Child Soldiers International, which obtained the briefing document, said that the strategy set out in the document clearly went against army chiefs’ claims that they seek out talented youngsters of all social classes across the country.

Rachel Taylor, the charity’s director of programmes, said: “What’s very clear from the document is that the army is deliberately and strategically targeting young people from deprived backgrounds who have limited options in life. It’s not about presenting the military as one of many options. It’s about exploiting people who don’t have a lot else going for them and taking advantage of that lack of opportunity to fill the ranks usually for the most dangerous and badly paid roles.

“It’s very clearly targeting the most economically deprived areas with low employment. It’s not as if the MoD [Ministry of Defence] would suggest that they are trying to encourage kids into a great career before they get snapped up by other employers. It’s about going to the areas that are most vulnerable and most desperate and picking kids up from those areas knowing they don’t have a lot else to choose from.”