Army to use Kim Kardashian's butt to entice the 'Instagram generation' to enlist: 'Look beyond Instagram likes'
The "Belonging 2020: Army Confidence" campaign, which will be unveiled January 2020, will reportedly feature a mock-up of the 'Keeping Up With The Kardashians' star’s famous derriere.
Signing up to serve in the British armed forces can make one more confident than being an Instagram star who chases "likes." And to prove their point, a new recruiting campaign launched by the UK's military is making use of Kim Kardashian's famous butt.
The "Belonging 2020: Army Confidence" campaign, which will be unveiled in January 2020, will reportedly feature a mock-up of the 'Keeping Up With The Kardashians' star’s famous derriere, which has already fetched her a whopping 154 million followers on Instagram. It will span across TV, poster and social media promos.
"The new adverts will build on the success of the Snowflake campaign and send a strong message to youngsters that the Army builds confidence which lasts a lifetime – not just for that moment when you see that people have liked your picture or given you a thumbs up online," a defence source told Daily Mail on Friday, December 20.
The insider added: "That sort of thing breeds neurosis whereas we take young people and build them up, and once they’re trained, they stay up. You can’t beat the emotional benefits of an Army career."
The campaign is targetting youngsters between the ages of 16 to 25 and since their social media activity plays a huge part in what they regard as successful, the army recruiters are now trying to cash in on the craze surrounding Instagram.
This is not the first time that the British army has tried something new to attract the youth to sign up to serve their country. At the beginning of 2019, the UK's military came under fire for launching a campaign titled "Your Army Needs You." in the bid to recruit certain types of millennials, such as "snowflakes" and "binge gamers."
Although the £1.5 million ($1.9 million) campaign was a success, with online applications to join the military seeing a 46 percent increase and the highest number of recruits starting basic training for ten years, two of the soldiers featured in the campaign were teased and faced racial abuse respectively.