Is it possible that the Army needs to try harder because joining that particular enterprise is seen as less attractive than just about anything else ? So they try anything and everything to spice it up and beautify it. youngmaflob is correct, no matter how unpalatable hearing it may be for some.
A question I have been grappling with for a long time resurfaces. The received wisdom among many is that militant Muslims arrange to position themselves so they can indoctrinate children/youth at madrassas (a madrassa is a word used simply for a school in Arabic, not necessarily religious) and that the aim is to turn them into fighters against whomever they perceive as their enemies. The British military recently announced that they are going to increase their campaign of recruiting Cadets at schools in the UK - clearly in order to create a positive image of the military among children/youth (and their potentially joining).
I talked our son out of considering joining the Cadets at school (well, I basically politely forbade it) but his son is in there, much to my horror and my son is not greatly impressed - the parents are separated and my son has limited influence.
In principle, so far as the fundamental aim and the means toward it are concerned, what is the difference between the two recruiters (except "We" are better/holier than "They" - hold on, what IS the difference ?)?