Fitness influencer Steven Kelly recently shared sponsored content on Instagram featuring military training exercises alongside the US Army. His post, which included images of him in military fatigues, aimed to present the Army’s values of readiness and resilience to his 1.3 million followers. This initiative is part of the Army’s strategy to engage Gen-Z recruits through influencers across various lifestyle domains. However, the campaign faces criticism as some perceive it as distasteful propaganda amid ongoing military conflicts and decreasing public support for military actions.
Kelly’s post aimed to promote the Army's readiness and resilience initiatives, linking followers to recruitment opportunities while navigating public perception surrounding military actions.
The Army's strategy involves collaborating with lifestyle influencers to enhance visibility among Gen-Z recruits, showcasing unique narratives and opportunities in service.
Criticism emerged regarding the use of influencers for military recruitment, with some labeling it as distasteful propaganda, comparing it to themes from the Hunger Games.
The recruitment campaign takes place during a politically sensitive time, coinciding with dwindling public support for military actions involving the U.S. in global conflicts.
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