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Successful Snowflake campaign has helped military hit annual target for first time in six years

Army recruiters have conceded it will take several years to get the British army near to full strength despite the perceived success of its Snowflake ad campaign, which has helped it to reach its annual target for the first time in six years.

Enlisting had collapsed after recruitment was part-privatised in 2012 when Capita partnered the army but new figures showed that 99% of the year’s 9,440 target had been signed up with seven weeks to go.

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