Germany has decided to use all possible methods to attract new soldiers, and citizens will now be able to apply for service in the Bundeswehr by scanning a square code on a kebab wrapping paper, writes Politico.
A spokesman for the German Defense Ministry told the Berliner Kurier on the 19th of August that the new recruitment campaign aims to attract not only young people who have not yet chosen a career, but also those who want to change their occupation and people who have already mastered some skills.
The square codes on the kebab wrapping paper are part of what the ministry calls unobtrusive advertising – recruitment materials are placed in places where potential soldiers go on their way. Kebab kiosks are not paid separately for placing advertisements, and their owners have voluntarily agreed to distribute the materials.
The ministry said that cafes receive the wrapping paper for free.
Germany is not the first European country to rethink how to recruit new soldiers. In a 2019 advertising campaign, the British Army targeted “snowflakes,” “self-addicts” and “phone zombies.” France launched a multimedia recruitment campaign in 2024, and the Netherlands has been offering young people paid, year-long service since 2023.
The unusual strategy comes as Berlin seeks to expand its military. The Bundeswehr had 186,705 active-duty soldiers at the end of July, but plans to expand the force to 260,000 by 2035.
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