new soldiers: innovative recruitment

Swedish Armed Forces launched an advertising campaign, which is prepared by DDB Stockholm, in order to attract more people to join the army. The  campaign, in itself, is a pre-test for the potential applicants that contains a number of psychological, motivational and mental tests as well as psycho-motor tests before they can access the application form.

Hereof ad campaign effort takes my attention probably more than many of my European and American compatriots since (apart from the military education that I received at the Air Force Academy) I live in a country in which it is compulsory for every male citizen to fulfill a national service of at least six months in the armed forces, regardless of his mental, psychological, physical and other crucial abilities or disabilities. Therefore, we probably have the most cumbersome armed forces in the region, which causes it to have a great deal of casualties annually.

This effort by the Swedish Armed Forces should be a precedent for all armed forces in the world for recruiting their soldiers. It is not enough for them to be desperate for money and have the guts to make it by killing people–they have to understand the idea behind it.

social blindness: we be the sheep

Lost in our deep thoughts about work, interactive communication, politics, etc. in our daily life, we walk around in the city as if we are in a transcendental trip. Therefore, we generally do not recognize the ‘little things” around us in our social and urban environment.

That makes me think of an invisible labyrinth that we roundabout every day–to find a new route back home each day. But, are we missing something very obvious and very important on the way? I think we might. We only need to look around more carefully.

Personally, I did not know that people were that absent minded. Sometimes, I experience this in my personal life: I ask a friend that I walk together with if s/he has seen the very odd thing that happens a few meters away from us–and that person has no idea about it. But I have seen it–and some other people. I have always been astonished about their blindness. About how they do not see a thing around them. One of them answered, I am not interested in anything that happens around; I look at stores’ displays; they are more interesting.

If you keep looking around like a blind man does–no offense to the blind–you can’t go much further. Actually, I believe that most of the blind “see” a lot more than most of us.

Watch the video of a social experiment, which was taken in New York City, showing us an ordinary  person, who shapes the pedestrian traffic as he wishes. And he molds it easily. Social obedience lets us do things easily. Ah, the simplicity of social life, I love it.

This is prepared by Rune Madsen, Scott Wayne Indiana, Nien Lam and Nikolas Psaroudakis.

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