It is difficult to attract Russian men to fight in Ukraine. Therefore, a large advertising campaign has been launched to get more people to sign contracts with the military. In addition, wages have been raised significantly.
– The deciding factor is the money, says Jörgen Elfving.
In a new commercial published by the Russian Ministry of Defense, the question is asked what a “real man” should be. In the clip, a man with tattoos and ear piercings is seen sitting on a park bench and eating ice cream. Another sequence shows a man being photographed in his underwear.
Throughout the film, alternating images of men in military uniforms are shown, among them sitting on a tank with the letter Z, the symbol of the Russian “military special operation” as the war is officially called.
“What are you made of? Join those who are made of honor, valor and courage,” says the announcer’s voice.
Difficult to find volunteers
Russia has had difficulty attracting men to voluntarily join the war in Ukraine. Whoever signs the contract must in practice serve for an indefinite period. Therefore, wages have been increased significantly. The most money is promised in the big cities and in Moscow they attract over five million rubles, equivalent to roughly half a million kroner, during the first year.
– I judge that the effectiveness of these commercials is limited. The deciding factor is the money, says lieutenant colonel Jörgen Elfving.
Until Ukraine entered the Russian Kursk region on August 6, the number of Russians willing to sign contracts with the military decreased. After that, according to Russian data, the numbers should have increased again.
– They probably realize that the recruitment potential is greatest in rural areas. The contract employee gets a financial situation that he would otherwise never have achieved in his lifetime, says Elfving.
The campaign also takes place in other ways. Among other things, several schools and preschools in Saint Petersburg have informed about the high salaries via their accounts on the Russian social network Vkontakte.