Charity criticises British army campaign to recruit under-18s | UK news | The Guardian
▻https://www.theguardian.com/uk-news/2017/nov/29/charity-criticises-british-army-campaign-to-recruit-under-18s
The campaign includes beautifully produced 30-second films showing fictional scenes of young soldiers in various training and combat situations helping and supporting each other, facing difficult challenges with camaraderie and good humour. The films were disseminated via social media, television and cinema.
A briefing campaign document seen by the Guardian in the summer spelled out that the key audience was 16- to 24-year-old “C2DEs” – marketing speak for the lowest three social and economic groups.
The document also made it clear that while the campaign was UK-wide, there were “up-weights” to cities in northern England including Manchester and Sheffield, and to Birmingham, Belfast and Cardiff.