The new advert “Fail. Learn. Win.” is tells potential recruits failing is a positive life experience that can be used for learning. The campaign, launched by Capita on behalf of the British Army, claims “it is only by failing, learning and growing, that soldiers can become their best”.
The recruitment drive was launched after new research indicated 76 percent of young people feel held back by a fear of failure when taking on new challenges.
A total of 54 percent of 16-25-year-olds in the Perspectus Global survey also claimed a fear of judgement from other people was the main reason they were scared to fail.
Conservative MP Sir John Hayes, who founded the backbench Common Sense Group, has criticised the new campaign and accused the Army of kowtowing to “snowflakes”.
He told Express.co.uk: “Our armed services are one of the many things that makes people proud to be British but they must avoid embracing all of the snowflake occupations that have poisoned so many other institutions.
“We’ve seen charities and other organisations suffer as a result of a lot of politically correct clap-trap.”
Blaming bureaucrats who aren’t on the front line for the campaign, he urged the armed forces not to “settle for second best”.
He said: “I’d say to Army bosses, they shouldn’t be too influenced by liberal bourgeois sentiments at the Ministry of Defence, civil servants and others to depart from well-established practice which is that the Army offers excellence.
“Our Army is the envy of the world and they will remain so as they emphasise quality, excellence, and driving people to do their best and be their best.”
He added the new campaign risked undermining the UK’s reputation around the world by signalling it had dropped its standards.
Sir John said: “Excellence is exclusive by definition, if you’re going to aspire to be the best, you’re going to separate yourself from those who are not.
Lieutenant General Sir Tyrone Urch, Commander Home Command said: “At its core it reminds us that in the Army we are proud to train to the point of failure, so we can learn and grow.
“That’s the way we nail it when it really matters.”
Nick Terry, Chief Marketing Officer Recruiting Group, said he believed the advert would help see an uptick in those applying to join the Army.
He said: “We take great pride in seeing candidates grow in confidence throughout the recruitment process.
“There can be a perception that there is no room for failure in an Army career, but we want to show that failure is embraced as a powerful learning tool with this year’s recruitment campaign.
“We hope the campaign will lead to potential applicants seeing the Army as a supportive place where they can fail, learn and win as part of a continually uplifting team to become the best version of themselves.
“The recruitment campaign in 2020 was one of our most successful to date and we hope to replicate that success in 2021.”
The new advert has launched today and hopes to spread the word on Twitter with the hashtag #FailLearnWin.