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| New Army adverts 'promote 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. |
| The radio, TV and online adverts seek to address concerns potential soldiers might have about issues, including religion or sexuality. | 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 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". | 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. | In one, a Muslim soldier explains how the army has allowed him to practice his faith. |
| Analysis | Analysis |
| By Jonathan Beale, BBC defence correspondent | By Jonathan Beale, BBC defence correspondent |
| These are not the kind of recruitment adverts most people would probably expect from the Army. | 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. | 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. | 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. | 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. | 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. | 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. | But he also insists that combat ethos and fighting power remain the Army's priority. These adverts just might not give that impression. |
| Colonel Richard Kemp - the former commander of British forces in Afghanistan, who served in the in the Army until 2006 - said while the adverts were aimed at a number of minority groups, they missed out the Army's core recruitment pool - people who were interested in combat. | |
| He said having an army that was fully resourced was more important for combat effectiveness than having one that was reflective of society. | |
| Instead, he called for the Army to focus on retention problems and deal with its "impenetrable" application process and the "horrific bureaucracy" surrounding it. | |
| 'Hollowing out' | |
| The new adverts come against a backdrop of the Army struggling to retain and recruit soldiers for a number of years. | The new adverts come against a backdrop of the Army struggling to retain and recruit soldiers for a number of years. |
| A report, compiled by Conservative MP Mark Francois, last year warned the armed forces were "hollowing out" due to recruitment issues, blaming high employment rates and demographic changes within the UK. | |
| He said problems seem "unlikely to abate in the years immediately ahead" and the scale of the challenge must "not be underestimated". | |
| Between April 2016 and March 2017, 8,194 soldiers joined the British Army. | |
| However, 9,775 left during the same period, with family life and "opportunities outside the forces" among the reasons given. | |
| 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. | About 10% of members of the UK regular forces are women, and 7.5% come from black, Asian and ethnic minority (BAME) communities. |
| 'Be the best' | |
| Last month, Defence Secretary Gavin Williamson blocked an attempt to drop its longstanding "be the best" recruitment logo and its crest logo. | 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. | 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. | 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. |