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 ».