UK army recruitment bid targeting working-class youth: Report

‘The British army’s new flashy recruitment campaign is specifically aimed at luring in young people from working class families despite claiming to target people from all socio-economic backgrounds, a report has revealed.
Dubbed “This Is Belonging,” the campaign is seeking to appeal to a key audience of 16- to 24-year-old “C2DEs” – the marketing term used to describe the lowest three social and economic groups within the British society, The Guardian reported Sunday, citing one of the campaign’s briefing papers.
Under “target audience,” officials pinpoint in the brief that they are looking for people within the ages of “16-24, primarily C2DE. Mean household income 10K. High index for social, mobile, cinema. Not heavy TV viewers. Interested in sports and spending time with friends.”
Obtained by the charity Child Soldiers International, the document even notes that while the campaign is supposed to be nationwide, northern England cities like Manchester and Sheffield as well as Birmingham, Belfast and Cardiff have “up-weights” to them and need more focus.’
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