“Stricken by Iraq and low morale, the British army is on a desperate recruitment drive. Its new targets? Poorly educated teenagers and young schoolchildren.” This article looks at new recruitment techniques such as the Camoflage scheme, which includes a magazine and website designed for those as young as 13, MoD school presentation teams and various forms of ‘outreach’. “Our new model is about raising awareness, and that takes a ten-year span. It starts with a seven-year-old boy seeing a parachutist at an air show and thinking, 'That looks great.' From then the army is trying to build interest by drip, drip, drip."