The British army is specifically targeting young people from working-class backgrounds in a glossy recruitment campaign despite claiming to aim advertising at all socio-economic backgrounds, an internal briefing document seen by the Guardian reveals.
A briefing document on the This Is Belonging campaign spells out that the key audience is 16- to 24-year-old “C2DEs” – marketing speak for the lowest three social and economic groups.
The document also makes it clear that while the campaign is UK-wide, there are “up-weights” to cities in northern England including Manchester and Sheffield and to Birmingham, Belfast and Cardiff.
Army chiefs insist they do not specifically target poorer people from deprived areas, but seek out talented and motivated youngsters of all social classes from across the country. However, the charity Child Soldiers International, which obtained the briefing document, said the strategy set out in them clearly showed this was not true.