I was wondering if anybody has conducted a study to appraise the effects of Armed Forces advertising a few years after the campaign in any kind of qualitative sense. I remember before the Japs deployed to Iraq watching soldiers saying: âI joined the Army because they are the first to help after earthquakes etc and I always wanted to do something to help people.â I saw an advert for the RN on TV recently where some girl is helping a casualty on to a chopper after an environmental disaster and wondered if we werenât in danger of convincing our recruiting pool that that is solely what we do. Obviously a few years ago there was the âto be Frank join the Armyâ campaign and whilst utter bullsh!t contained images of abseiling, windsurfing, assault courses, exercises and walking down the beach with a chick. I cannot help but think that this encouraged a more robust recruit better emotionally equipped to deal with high end warfighting. In short, the reason I ask this question is in an attempt to explain how we have ended up recently with an influx of abject mincers unable to cope with life, never mind life in the Army. Moreover I take a personal interest in why we now at Regts seem to receive Jnr Officers with minimum personality and maximum personal ambition. Obviously as a sideline we could talk about past advertising campaigns and their effectiveness in getting members to join; for Melchett this was no doubt an advert on the wireless!