The Royal Navy is embarking on a major marketing push to challenge
its perception as a racist institution and win more recruits from the
Captain Andrew Cameron, the Navy’s assistant director of recruitment,
wants to drive levels of recruitment among ethnic minorities from 2% of
total entry to 7%.
TV and radio work will air across the UK, but is still in
The Navy has brought in Media Reach, an agency which specialises in
targeting ethnic minorities, to handle the campaign.
Press ads, which include a telephone number and postal response form,
were first run in specialist and local titles this week.