Critics have said an Army recruitment campaign, which promotes the emotional support given to troops, will fail to target those most likely to sign-up.
New radio, TV and online adverts seek to address concerns potential soldiers might have about 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?”
Retired Colonel Richard Kemp said the new £1.6m recruitment campaign will not solve the Army’s “recruiting crisis”. It comes just weeks after Defence Secretary Gavin Williamson halted plans to scrap the Army’s “be the best” slogan and its historic crest. According to the Mail on Sunday, the the Army was considering changing the phrase after criticism it was “dated, elitist and non-inclusive”. The new adverts, which are all voiced by serving soldiers, are part of the Army’s “belonging campaign”.