Liberec - A tram with a picture of soldiers holding automatic weapons is cruising the streets of the city of Liberec in north Bohemia. While the soldiers on the picture are aiming their guns at people waiting peacefully at Liberec´s tram stops, the ad is actually supposed to attract young people to enlist in the Czech army.
The Czech Republic has had a professional army since 2004 and ever since then the Czech Army has had to tackle the lack of recruits and trying to use all kinds of flashy advertisements to attract them.
Only a pilot project
The Liberec tram ad also uses Bluetooth technology to spread its message. Via Bluetooth ports in mobile phones people are offered wallpapers and other kinds of applications for their phones for free.
This is only a pilot project. If it is deemed successful, trams, buses and trolley-buses bearing the army ads will be seen in other Czech cities as well.
"This is a way to address the public. If a sports club, for example, can use this form of communication, why can't the army?", says chief of the Liberec army headquarters Josef Kulovaný. He is the mastermind behind the campaign.
The tram ads will cost CZK 200 thousand (EUR 8.3 thousand) a year. The campaign ads will appear on the streets of Liberec six days a week.
In need of recruits
This year, the army needs to have 1,150 new recruits. So far, only half have signed up to serve.
Paradoxically, there is no shortage of new recruits in Liberec. "The campaign is not to be understood as regionally focused. It is for the army in general. Those interested may receive offers to serve in other cities as well, not only in Liberec. The tram might also attract tourists or visitors coming to Liberec from other cities," says Kulovaný.
The army believes it can be a very successful campaign in terms of the number of people targetted by the ads.
"Reputation and honor"
However, experts say this project lacks deeper and long-term effects.
"It is an unconventional way that really can grab one´s attention. Though, I don't see this as ideal. If men want to enlist in the army, they don't decide impulsively. The principle behind the decision-making is much more complex than receiving a message or seeing a painted tram," says president of the Association of Czech Advertising Agencies Pavel Brabec.
The army, says Brabec, shouldn't seek out recruits only in the streets. "It should work on having a good reputation and continue to develop it on the basis of honor. This is the only way it can reach quality applicants," adds Brabec.
