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Soldiers can have feelings. Great. But what happens to nice people on the battlefront?

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14.01.2018

A SENSE of belonging is key to good mental health. Chronic loneliness and lack of purpose send us hurtling into ever increasing circles of depression and illness. Humans thrive on two things: the feeling that they belong and the conviction that they matter. Maybe this is why the notion of "belonging" is the ideological pivot for the British Army’s latest recruitment campaign, which was launched last week with a series of animated videos on YouTube.

The video's strap lines zoom in on feelings (as opposed to "actions"), with the promise to understand and accept our very human needs: “It’s OK to cry, have feelings and pray”, says one headline. “Find where you belong”, says another. And just in case you were in any doubt, “This is Belonging 2018” is the overarching slogan for the campaign. Like a militarised version of The Sermon On The Mount, the beneficent arms of the military are reaching out to embrace you if you are lost, feel you don’t belong, if you’re different, feel feelings or, indeed, if you’re the antithesis of superhero. Come one, come all. The army wants you.

Army recruitment has been decreasing for a number of........

© Herald Scotland