New ‘politically correct’ British Army advert which says ‘It’s OK to cry’ and offers emotional support to recruits slammed by top soldier

A TOP soldier has slammed the British Army for an advertising campaign offering new recruits ’emotional support’ and a ‘place you belong’.

The new £1.6m ad campaign is aiming to show it can “emotionally and physically” support recruits from all backgrounds.

The short films, voiced by serving soldiers, ask: “What if I get emotional?”, “Can I be gay in the Army?” and “Do I have to be a superhero?”

In one, a Muslim soldier explains how the army has allowed him to practice his faith.

Colonel Richard Kemp, former commander of British forces in Afghanistan, told BBC Breakfast the ad campaign was “neglecting the main group of people who are interested in joining” and will not solve the “recruiting crisis” facing the armed forces.

He said: “The main group of people who are interested in joining aren’t worrying so much about whether they are going to be listened to or if there’s an emotional issue.

“What they are worried about more is how they are going to face combat and, not only that – they are going to be attracted by images of combat because that’s why people join the armed forces.”

He added: “This also reflects the fact that the Army, like the rest of Government is being forced down a route of political correctness.

“What is most important is that the Army recruits and is full of soldiers. It’s of secondary importance that they reflect the composition of society.”

But retired Army officer Major Tim Cross said the armed forces must makes sure it ‘reaches out to people’ and present joining as a great opportunity.

He told BBC Radio 4’s Today programme: “The concern, I think, for a lot of people… is that you end up with an Army that’s not capable of doing what you want to do and when you send it away on operations it’s not able to deliver.

“So we must ensure that we reach out to people, we must ensure that everybody knows that they have an opportunity of joining the British armed forces and joining the Army in particular.

“But we are not going to be soft and we are not going to be nice to people.”

The head of the armed forces General Nick Carter has previously spoken about making recruitment more inclusive.

He said last month: “I entirely support the sentiment that armed forces must focus on talent.

“Maximising talent has been the guiding principle for the British Army as it strives to become a modern employer that provides opportunity for anyone with talent regardless of background.”

Last month the Army scrapped a £520,000 plan to phase out its ‘Be the Best’ motto over concerns it is too “elitist”.