News in Brief

The British army is targeting young working-class people for recruitment, an internal marketing document has revealed.

According to the briefing paper, the ‘This is Belonging’ advertising campaign is focused on ‘16-24 C2DE’, meaning 16- to 24-year-olds who are: skilled manual workers (C2); semi-skilled and unskilled manual workers (D); and casual workers and benefit claimants (E).

The document, obtained by Child Soldiers International through a freedom of information request, also shows a focus on the ‘M55’ social group: ‘Lower-income owners whose adult children are still striving to gain independence, meaning space is limited’.

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Topics: Militarism