nationally as many association members are currently deployed abroad, supporting full-time soldiers in Iraq and Afghanistan.
In 2005, the association boasted 3,402 TA officers. However, since the Iraq conflict began in 2003, more than 1,200 have served overseas.
The campaign will target men and women in their late teens to early 30s, using local and regional press, radio and TV.
The challenge will be to convince busy people they have time for the TA – which requires a commitment of 30 days per year – and that the rewards are great, both financially and in terms of the skills and experience that can be acquired.
The association houses 41 Territorial Army centres in Merseyside, Cheshire, Cumbria, Lancashire, Greater Manchester and the Isle of Man. Concept won the account after an eight-way pitch.