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If you are investigating how influencers are working with the British Army, on social media or podcasts, I recommend getting in touch with @ForcesWatch: brilliant organisation monitoring recruitment practices and ethics issues. https://www.forceswatch.net/
The podcast launched by the British Army - The Locker - is produced by the advertising agency Karmarama.
Before they produced army ads they did work for the Stop The War coalition.
Before they produced army ads they did work for the Stop The War coalition.
Karmarama calls itself "the UK's most progressive creative agency" and are partnered with Accenture Interactive. Ad Age named them as the largest digital agency worldwide in its 2019 Agency Report.
I would be interested to know if there are any restrictions for how the British Army recruits on television. To my knowledge there isn't. Is it easier for them to reach children than a sugary cereal company? https://www.theguardian.com/uk-news/2018/jun/08/british-army-criticised-for-exam-results-day-recruitment-ads
I've signed up for updates from @ForcesWatch on what we can do together to resist this on all fronts, so it doesn't feel like whack-a-mole.
Resources on Forces Watch include how to raise concerns with political represenatives and some shocking figures. https://www.forceswatch.net/what-to-do/
Resources on Forces Watch include how to raise concerns with political represenatives and some shocking figures. https://www.forceswatch.net/what-to-do/
From @ForcesWatch:
In 2017-18 armed forces made 10,260 visits to UK schools & colleges
Some schools & colleges are sponsored or partnered by the armed forces and/or the defence industry
The UK is the only country in Europe & in NATO to recruit 16-year-olds
#TheLocker
In 2017-18 armed forces made 10,260 visits to UK schools & collegesSome schools & colleges are sponsored or partnered by the armed forces and/or the defence industryThe UK is the only country in Europe & in NATO to recruit 16-year-olds#TheLocker
Karamrama say #TheLocker is, "aimed at Gen-Z" focused on "self-confidence." https://www.adforum.com/news/karmarama-and-the-british-army-launch-new-podcast-series-the-locker-exploring-long-lasting-confidence
The link has Siobhan P Head of Marketing at British Army Recruiting Group saying:
"Within the British Army, personal pride and confidence is one of the most rewarding attributes we see from our recruits as they embark on their journey with us"
#TheLocker is a recruitment racket
"Within the British Army, personal pride and confidence is one of the most rewarding attributes we see from our recruits as they embark on their journey with us"
#TheLocker is a recruitment racket
When a podcast is created by a brand, covered in its logos, featuring guests talking about that brand, we accept that it's an advert. No different with #TheLocker. The web link is literally 'apply' https://apply.army.mod.uk/thelocker
#TheLocker is just one part of a bigger problem that is so disturbing. I know how many of us can't believe that the British Army gets to weedle its way into schools and our TV screens.
Cannot recommend @ForcesWatch's resources enough, it includes:
The Warrior Nation podcast
A critical analysis of contemporary recruitment marketing in the UK
The 'Kids With Guns' report https://www.forceswatch.net/resources/forceswatch-materials/
The Warrior Nation podcastA critical analysis of contemporary recruitment marketing in the UKThe 'Kids With Guns' report https://www.forceswatch.net/resources/forceswatch-materials/
I hope the hurt and shock around #TheLocker and the feedback Laura Whitmore is rightly getting leads to more people joining the wider push to resist the ways the British Army recruits children and young people. https://www.forceswatch.net/news/new-report-calls-for-regulation-of-military-marketing-that-targets-young-people/
There's also Veterans for Peace @vfpuk. The UK chapter was founded in 2011.
"what we've seen since 2006 is a concerted effort through 'community engagement teams' [...] to try and capture the imagination of our society back into the military mindset"
"what we've seen since 2006 is a concerted effort through 'community engagement teams' [...] to try and capture the imagination of our society back into the military mindset"
Former soldier Kenny Williams of the King’s Own Royal Border Regiment on what he did at at the Cenotaph.
@vfpuk #BritishArmy
@vfpuk #BritishArmy
Williams and other former soldiers were speaking in The Museum of Free Derry with Fiona Gallagher & John McKinney. Gallagher’s brother Jim was killed in 1976.
McKinney’s brother William was murdered on Bloody Sunday. He remembers one reply that Soldier F gave in court:
@vfpuk
McKinney’s brother William was murdered on Bloody Sunday. He remembers one reply that Soldier F gave in court:
@vfpuk
What results are Karmarama and Accenture Interactive getting? Their 'snowflake' campaign helped the military hit their annual target for recruitment for the first time in 6 years https://www.theguardian.com/uk-news/2020/feb/12/uk-army-years-off-full-strength-despite-recruitment-drive
The focus on confidence and body issues isn't surprising from the episode Whitmore appears on for #TheLocker podcast. Karmarama also pushed a ‘Confidence Lasts a Lifetime’ campaign to recruit for the British Army. https://www.thedrum.com/news/2020/01/02/army-follows-up-snowflake-ads-with-push-seeking-gym-monkeys-and-binge-drinkers
Three years after those Stop The War Coalition posters, Karmarama were picked by David Cameron to advertise the Tories. This was back when people were discussing the 'new-look / touchy-feely' Conservatives. https://www.independent.co.uk/news/business/news/cameron-dumps-saatchis-414376.html
So whilst I think it's right that Laura Whitmore is getting feedback today, don't forget that there's also lot of people working at @karmarama, like CEO @bbilboul, who are recruiting for the British Army. That agency is building a violent world and they have no shame.
Karmarama love to go on about their LGBT credentials. They ran this ad on pink-washing whilst handing out "special edition camouflage cream in the colours of the rainbow" to recruit for the British Army at London Pride. #TheLocker #armyjobs #armyconfidence
https://thedrum.com/news/2017/07/07/ad-the-day-british-army-celebrates-pride-with-rainbow-camo-cream
https://thedrum.com/news/2017/07/07/ad-the-day-british-army-celebrates-pride-with-rainbow-camo-cream
Laura Whitmore has removed the hashtag 'army jobs' from her Instagram post advertising #TheLocker podcast and added some words about body image. The podcast is from the British Army and Karmarama.
On Instagram Whitmore says "weird how it's just men I've seen commentating that they have an issue with this post" so I've left this.
I hope our reaction to this can be bigger than what we think of Whitmore & we find ways to work together. @ForcesWatch is a great place to start.
I hope our reaction to this can be bigger than what we think of Whitmore & we find ways to work together. @ForcesWatch is a great place to start.
