Researchers’ interest in military recruitment advertising has focused on promotions during active warfare. This research aims to explore how governments use media to attract civilians in peacetime or during the so-called “limited wars” of the post-war era. Between 2017-2020, the British Army appealed to a broader range of young adults who hadn’t considered the armed forces as a career option before. To this end, it launched the campaigns “This is Belonging”, “Snowflake”, and “Army Confidence Lasts a Lifetime”to show a different side of Army life that isn’t about guns, tanks, aggression and fortitude, by making different executions of that same idea through posters, videos, radio etc. which are all working in similar ways. This research focuses on posters as print material with some visuals disseminated in public spaces for announcements, promoting, and propaganda purposes. These posters belong to the social poster type and in particular recruiting posters. Their functionalism is adjusting with modern marketing methods that emphasize innovation. The focus is on branding, rather than on marketing in the traditional sense, as an instance of rebranding the Army and rethinking marketing plans. We investigatethe message strategies employed in these posters by usingTaylor’s six-segment strategy wheel, divided into two main subdivisions: informational, a more rational approach to communication, and transformational, which relates to a more emotional approach. This strategy is complemented with Barthes’ three orders of signification: denotation, connotation, and their combination, elucidating how these posters articulate the campaign's ideology through myth formation.