A �2.8m recruitment campaign is being launched by the Army to address a growing manpower shortage.

The British Army needs to take on 15,000 new soldiers a year, but has been under-hitting that target by an average of 1,500 annually.

The 'Not Your Basic Training' TV and poster campaign will feature real soldiers, not actors as previously, and calls on youngsters to "choose a career, not a regiment".

Recruiting is so important - it is second to operations in terms of priority

Brigadier Simon Young

Launched on Sunday, the marketing drive aims to "speak to young people in a language they understand".

It marks a shift in previous advertising in that it will promote specific jobs, such as engineering, communications, IT and healthcare, rather than general soldiering.

Brigadier Simon Young, commander of Army recruiting, told the BBC that the new emphasis would encourage young people to first choose a job, then think about choosing a regiment.

"This is a fundamental change in Army recruitment. It is to try and put the Army on a par with civilian jobs in the minds of young people.

"Recruiting is so important - it is second to operations in terms of priority.

Army cadets can also study for NVQs and BTECs

"Many people do not realise they can study for widely-recognised qualifications like NVQs and BTECs at the same time as forging a career in the Army."

Increasing overseas Army commitments in countries such as Bosnia, Cyprus, Ireland, Sierra Leone and Afghanistan have raised fears of overstretching.

With action in the Middle East again a possibility and an overall staffing shortage of more than 7,400 soldiers, minister are calling for something to be done.

Earlier this month, a senior Army source warned BBC News Online that if a national firefighters' strike over pay went ahead, it could make UK involvement in any military action against Iraq "impossible" because of lack of numbers.

The new drive has led to investment in "state-of-the-art recruitment centres," training for hundreds of recruiting officers, and will include four new television adverts.