Ukraine's Army Uses Ads to Attract New Recruits

In Ukraine, the military is using unique methods to attract new soldiers. For instance, a giant billboard in Kharkiv features a stylish woman with a gun, riding on a motorcycle with a soldier. This isn't your typical military recruitment ad; it's more like something you'd see for a new perfume. The ad reads, "I love the Third Assault Brigade. " Ukraine allows its army brigades to recruit soldiers directly. This means each unit can create its own ads to get more people to join. Some brigades are using eye-catching images and models to reach a younger audience. Volodymyr Degtyarov, who handles PR for the Khartiya Brigade, thinks these ads make military service seem exciting. The need for more soldiers is urgent. Ukraine has lost many towns and villages to Russian forces. Thousands of troops have been fighting non-stop since the invasion began over two years ago. Kyiv wants to replace these tired soldiers with new ones. Degtyarov admires the Third Assault Brigade's advertising strategy. Their ads target younger people and suggest that joining the brigade will make them popular with women. This direct recruitment by brigades has led to a flood of ads, social media posts, and promotions, all competing for attention. Some brigades highlight better pay or modern equipment to attract recruits. However, the Third Assault Brigade's campaign has faced criticism for making war look glamorous. But with the pressing need for soldiers, many people think any recruiting method is worth trying. Measuring the success of these campaigns is tricky. But Degtyarov believes they're crucial. He says that while Ukraine has 150 brigades, most people can only name a few. The Khartiya Brigade saw an increase in potential candidates after boosting its advertising efforts. Ivan, who handles communications for the Aidar Battalion, uses Facebook and Telegram to promote his unit. He says Telegram is popular because it has fewer rules about what can be posted. Some brigades even share videos of Russian soldiers being targeted by drones. This shift in recruitment strategies shows how the Ukrainian military is adapting to keep up with the demands of war.