Ukraine Launches New Recruitment Campaign
Creator Says "To Instill the Perception of a Great Cause"
Also Faces Controversy Over "Embarrassing" Sexualization
Women reminiscent of Bond girls appeared in Ukraine's new recruitment advertisement. [Source=Ukrainian Army 3rd Independent Assault Brigade YouTube]
As the Ukraine war, which began with Russia's invasion, enters its 2 years and 8 months, recruitment advertisements featuring so-called 'Pin-up girl' style with beautiful female models have appeared across Ukraine.
On the 14th (local time), the American daily The Washington Post (WP) reported that the 3rd Independent Assault Brigade, a mechanized infantry brigade of the Ukrainian army, started a new recruitment campaign earlier this month using about 1,000 billboards nationwide secured through donations. The campaign is notable for employing many beautiful female models reminiscent of 'Bond girls.'
A billboard advertisement installed in Mykolaiv, southern Ukraine, shows a woman leaning affectionately against a man in military uniform, gazing at him with loving eyes. On the brigade's own recruitment website, there is a somewhat provocative image of a woman wearing fishnet stockings, holding a pistol in one hand, embraced by a soldier riding a motorcycle, as they caress each other. It is reported that they adopted the 'Pin-up girl' style, which originated from photos of actresses that soldiers posted in their barracks during World War II.
Women reminiscent of Bond girls appeared in Ukraine's new recruitment advertisement. [Source=Ukrainian Army 3rd Independent Assault Brigade YouTube]
Christina Bondarenko, head of the media team of the 3rd Independent Assault Brigade, explained about the advertisement, "In modern warfare, there is a need to be more open," adding, "We want to instill the perception that joining the army is a cool thing to do." This aggressive campaign is interpreted as a response to the widespread reluctance to enlist amid the seemingly endless war. Bondarenko also added, "Such promotional activities not only help recruit new soldiers but also generate about $15,000 (approximately 20 million KRW) per month in YouTube advertising revenue." The unit has conducted similar advertisements several times before, and this is reportedly the fourth time.
Meanwhile, local Ukrainians have shown mixed reactions. One user on X (formerly Twitter) criticized the campaign's suggestiveness, saying, "It's embarrassing. Whose idea was this?" On the other hand, another expressed encouragement and support, saying, "It's a brilliant idea. I love the 3rd Independent Assault Brigade and all the units enduring this cold autumn sky."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
