"Military shouldn't create ads": 'Azov' explains why they revamped their recruitment campaign.

This was reported by Svyatoslav Palamar.

He reminded that recruitment in "Azov" has been ongoing for over 7 years. During this time, the regiment has experimented with various advertising methods: eye-catching banners, professional photo shoots, and emotional videos.

According to the serviceman, no "creatives" will compel a person to risk their life, and such a decision can "only come from within."

“Today, when every meter of Ukrainian cities is filled with patriotic calls, and social media feeds are overflowing with front-line footage, we are losing the ability to see what truly matters. Our country is teetering on the brink of survival, our comrades need rotation, and the front requires reinforcements — it's time to set aside marketing gimmicks!” — emphasized Svyatoslav Palamar.

Therefore, in the new advertising campaign of "Azov," they removed "all the excess and left only the text. No pictures. No special effects. No unnecessary pathos."

“The military are tired of fighting and simultaneously thinking about how to persuade citizens to defend their land. The military should not have to ask for help. They should not have to come up with creatives to reach your conscience. They should not compete for your attention with coffee ads or new TV shows,” — noted Palamar.

He stressed that “Actions are what matter, not slogans!”

Recruitment in the Armed Forces of Ukraine

In November 2023, the Ministry of Defense launched a recruitment project. It allows individuals to choose a specific unit and position where their civilian experience will be most beneficial. The Ministry of Defense is also collaborating with four services where job vacancies are posted: Olx.ua, Lobby X, Work.ua, and robota.ua.

The very first recruitment center was opened in Lviv in February 2024. In May-June, the average monthly rate of attracting volunteers increased by 3.5 times compared to 2022 and 2023. In the second quarter of the year, more than 10,000 people approached the recruitment centers.

At the same time, recruitment does not replace mobilization. Back in March, the Ministry of Defense stated the need to mobilize 400-500 thousand people — this number may change depending on the developments in combat operations.

Defense Minister Rustem Umerov stated that the ministry has proposals for reforming the mobilization system to move away from the “painful issues” of “busification”.

And the Commander-in-Chief of the Armed Forces of Ukraine, Oleksandr Syrskyi, tasked each brigade commander to create a staffing recruitment unit to improve the organization and support of volunteer recruitment efforts.