An admitted departure from recruitment drives of the past, the campaign was the brainchild of David Skinner, chief photographer at the and who is also a Regiment corporal.

"Earlier this month, we succeeded in convincing David Skinner to re-enlist in the Army," explained Wayne Smith, public relations officer with the Bermuda Regiment.

"He has brought some exciting ideas. A lot of the work that you're going to see is David's. He took the pictures. He came to me with the concept. It's his ideas.

"It's revolutionary stuff for the Regiment and I'm very excited about it. They should make a great impact. They're a real departure from the way we've promoted the Regiment in the past."

HE campaign will run throughout the month of November. Radio advertisements ? featuring disc jockey and Regiment Lance Corporal Thaao Dill ? will air on Power 95, HOTT 107.5 and Mix 106. In addition, six print ads will run in the , the and

"The advertising is really just to support the recruitment drive that began a few months ago. Our aim of course, is to increase numbers in enrolment and enlistment into the Bermuda Regiment."

Each of the six print ads bears an individual slogan. Among them, Step Up Your Game, This Ain't for Momma's Boys and, When Was the Last Time You Made Them Proud?

"The new recruitment campaign takes a fresh look at service in the Bermuda Regiment and the many opportunities afforded the men and women of Bermuda's only military institution, from travel, to learning to skills applicable outside of the Regiment, to providing assistance in natural disaster relief situations in the Caribbean," explained Mr. Smith.

"We're presenting a challenge. We're presenting an opportunity. One of the ads features Arthur Pitcher, a popular cricket player from St. David's County Club going through the assault course and climbing under some barbed wire.

"This is training done in military organisations worldwide and certainly in the Bermuda Regiment. The message of that advertisement ? we talk a lot in Bermuda about young men being momma's boys ? is that the Regiment develops people beyond that.

"We believe that. We know that. By the time you finish three years in the Regiment, you will not be a momma's boy. It helps you to mature, it helps you to become independent. To grow up and be a man."

the people used in the advertisements are all male, Mr. Smith said the hope was that women would be encouraged to enlist as well. "We are looking for women as well," he said, explaining that they are absent from the campaign only because on the day the photographs were shot, no female conscripts were available.

"The benefits are numerous. You get to serve your country. You develop skills you can take with you for the rest of your life.

"You make friends. You learn teamwork. You get personal discipline. You learn leadership skills.

"In addition to learning the traditional skills, you learn those you can use for the rest of your life ? you don't have to be a conventional soldier. We have medics in the Regiment.

"We have a motor transport department. We have positions for computer people. We have people like Lance Corporal Thaao Dill and myself in the public relations team.

"These are skills people can take with them into the workforce beyond the Regiment's three years."