Do new adverts misrepresent the British Army?
Some officers criticise the new adverts, but the campaign is not supposed to sum up the entire culture of the Army in 30 seconds.
Wednesday 10 January 2018 11:59, UK
The Army is too small.聽
In 2010 it was dramatically reduced in size to save money - from a strength of 110,000 down to 82,000.
Today it is even smaller - the latest figures put its strength at 78,000.
There is room to grow.
At some expense, the Army hired an external firm, Capita, to solve this problem.
Capita has done extensive market research and has come up with five demographics who feel they might not belong in the Army.
Some former officers have criticised the adverts for misrepresenting the Army - their argument is that the macho culture is a necessary part of joining the army.
:: New Army adverts tell potential recruits it is okay to cry, be gay and practice your faith
The military is a war-fighting machine not a kid's club, they say.
It is important to note, however, that these adverts are part of a wider campaign - they are not supposed to sum up the entire culture of the Army in 30 seconds.
The Army's problem isn't with recruitment. In 2016, 91,460 people applied to join. Last year that increased to 122,890.
Where the army does have a problem is in retention.
Between April 2016 and March 2017 8,194 people joined the Army but 9,775 left.
The budgets cuts and whittling down of perks and incentives are having an effect.
Army adverts have traditionally concentrated on the physical aspects, and benefits, to soldiering. This new focus on the emotional side of service is different and an attempt to showcase a modern military accepting of all.
The Army might feel, and with some justification, that it is damned if it does, damned if it doesn't.