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New Army adverts 'promotes emotional support' for recruits 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.
Last month, Army plans to ditch its "be the best" slogan and its crest logo were halted by the defence secretary. The radio, TV and online adverts seek to address concerns potential soldiers might have about issues, including religion or sexuality.
The radio, TV and animated adverts will urge people to join up regardless of their ethnicity, gender or background.
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?"
In one advert, a Muslim soldier explains how the army has allowed him to practice his faith. The Army last month scrapped plans to ditch its "be the best" slogan.
The adverts, which are all voiced by serving soldiers, are part of the Army's "belonging campaign". The new adverts, which are all voiced by serving soldiers, are part of the Army's "belonging campaign".
Recruitment struggle In one, a Muslim soldier explains how the army has allowed him to practice his faith.
The Army has been struggling to retain and recruit soldiers for a number of years. 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 Minority Ethnic (BAME) communities. About 10% of members of the UK regular forces are women, and 7.5% come from black, Asian and ethnic minority (BAME) communities.
BBC defence correspondent Jonathan Beale says there have been accusations it is a soft campaign aimed at what some people dub the "snowflake generation" - and that the Army is pandering to political correctness. Last month, Defence Secretary Gavin Williamson blocked an attempt to drop its longstanding "be the best" recruitment logo and its crest logo.
In December, the defence secretary ditched plans to scrap the Army's "be the best" slogan.
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".
The Army's 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. 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.
A spokesman for Defence Secretary Gavin Williamson said he believed the Army was "the best of the best" and that the rebrand proposals had been put on hold. 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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