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New Army adverts 'promote emotional support' for recruits | |
(35 minutes later) | |
The Army is launching a £1.6m advertising campaign to demonstrate it can "emotionally and physically" support recruits from all backgrounds. | The Army is launching a £1.6m advertising campaign to demonstrate it can "emotionally and physically" support recruits from all backgrounds. |
The radio, TV and online adverts seek to address concerns potential soldiers might have about issues, including religion or sexuality. | |
They ask: "What if I get emotional?", "Can I be gay in the Army?" and "Do I have to be a superhero?" | They ask: "What if I get emotional?", "Can I be gay in the Army?" and "Do I have to be a superhero?" |
The Army last month scrapped plans to ditch its "be the best" slogan. | |
The new adverts, which are all voiced by serving soldiers, are part of the Army's "belonging campaign". | |
In one, a Muslim soldier explains how the army has allowed him to practice his faith. | |
Analysis | |
By Jonathan Beale, BBC defence correspondent | |
These are not the kind of recruitment adverts most people would probably expect from the Army. | |
The emphasis is on the emotional rather than the physical, a sense of excitement, and the usual images of military hardware. | |
Some will see them as a sign the Army has gone soft by focussing on people's worries. They will question whether it's another sign of pandering to political correctness. | |
But like most large organisations, the Army wants to be seen as modern and a reflection of the society it represents. | |
That means an emphasis on being open to all - regardless of gender, race, religion or class. | |
It fits in with the head of the Army General Sir Nick Carter's mantra of "maximising people's talent" regardless of background. | |
But he also insists that combat ethos and fighting power remain the Army's priority. These adverts just might not give that impression. | |
The new adverts come against a backdrop of the Army struggling to retain and recruit soldiers for a number of years. | |
Statistics show there were just over 82,000 UK regular forces Army personnel in October 2017, compared with nearly 103,000 five years before. | Statistics show there were just over 82,000 UK regular forces Army personnel in October 2017, compared with nearly 103,000 five years before. |
About 10% of members of the UK regular forces are women, and 7.5% come from black, Asian and ethnic minority (BAME) communities. | |
Last month, Defence Secretary Gavin Williamson blocked an attempt to drop its longstanding "be the best" recruitment logo and its crest logo. | |
According to the Mail on Sunday, the the Army was considering changing the phrase after criticism it was "dated, elitist and non-inclusive". | According to the Mail on Sunday, the the Army was considering changing the phrase after criticism it was "dated, elitist and non-inclusive". |
Army research also found its crest - depicting crossed swords, a crown and a lion - to be "non-inclusive" and recommended replacing both with a union jack with the word "army" in bold underneath. | |
However, a spokesman for Mr Williamson said he believed the Army was "the best of the best" and that the rebrand proposals had been put on hold. | |
Last year, a campaign was used to promote what the Army calls the travel opportunities and friendships within its ranks to boost numbers. | Last year, a campaign was used to promote what the Army calls the travel opportunities and friendships within its ranks to boost numbers. |
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