The BBC reports the new posters and adverts used in the campaign claim members of the armed forces enjoy a “lasting confidence” as opposed to the short-lived satisfaction gleaned from fast fashion and Instagram likes.

The campaign follows research claiming young people believe they are held back by a lack of self-confidence.

Two images featured in the campaign are collages of muscular arms and torsos alongside the tagline: “Confidence can be built for a summertime or it can last a lifetime.”

The campaign also features similar messages criticising short-term confidence boosts conveyed in collages of pint glasses, spray tans, new trainers, make-up and emojis.

Col Nick MacKenzie, the Army's head of recruitment, said the campaign builds on its successful 2019 appeal targeting ‘snowflakes’, ‘millennials’ and ‘selfie addicts’.

• Comment below on this story. You can also tweet us to tell us your thoughts or share this story with a friend. Our editorial email is [email protected]