BLACK and Asian youngsters in Manchester's Moss Side are being targeted in a pioneering Army recruitment drive.
The campaign could boost job prospects in the inner city zone blighted by its crime-ridden image.
The campaign, called Camouflage, hopes to crack the resistance of ethnic minorities who turn their backs on army careers because of reports of racial harassment and intimidation.
Representatives of the Army Ethnic Minority Recruitment organisation have already taken the campaign to Moss Side Millennium Powerhouse youth centre, in search of potential recruits.
The campaign, run in consultation with Rochdale-based Focus Consultancy is hoping to lure new recruits by highlighting career opportunities available.
Backed by leading advertising agency Saatchi and Saatchi, plus a new video and website, the campaign hopes to persuade 12 to 15-year-olds to consider the 130 different skills which can be put to use once they return to civilian life. Commander of Army Recruiting, Brigadier Andy Craig said: "Every aspect of this campaign has taken into account the aspirations and expectations of millennial black youths.
"We believe that, backed by our determination to recruit more Asian career seekers, it will move from strength to strength." Earlier this year nineteen youths - four Pakistanis and 15 Bengalis, from Oldham left Pirbright Barracks in Surrey, only hours after arriving, claiming they were treated badly.
But Mohammad Naeem, Director of Rochdale Race Relations Equality Council, said: "The Army is beginning to make progress in its task of attracting four per cent of all recruits from ethnic minority communities."
Campaign team member Private Shahzad Miah said: "At first my parents were not happy because they thought I would encounter some racism, but this was not the case. Once they saw I was really happy they were very supportive".
Ex-world karate champion Geoff Thompson, executive chairman of Youth Charter for Sport based at Salford Quays, said of the campaign: "Army life and sporting life are very similar in the opportunities they provide to build character, discipline and self-esteem".
Tweet