PC BRIGADE
What are the new Army ads, is there a recruitment crisis and why have the adverts been slammed?
Colonel Richard Kemp said the ad offering new recruits 'a place you belong' would not help solve the Army's recruitment crisis
THE Army launched a new ad campaign in January 2018 to try to boost plummeting recruitment numbers.
But critics slammed the new promo as too PC as they warned it would put off the core of the force's potential recruits.
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What is the new Army recruitment ad?
The new £1.6million animated ad campaign focuses on emotional issues that may be holding back potential recruits from signing up.
The "belonging campaign" is voiced by serving soldiers and is designed to address concerns such as sexuality and religion in the Army.
They ask: "What if I get emotional?", "Can I be gay in the Army?" and "Do I have to be a superhero?"
In another one, a Muslim soldier explains how the army has allowed him to practice his faith.
General Sir Nick Carter, head of the Army, said trying to appeal to minority groups was wise as the traditional 16-25 year old white male recruit was dwindling.
He told BBC Radio 4's the Today programme: "Our society is changing and I think it is entirely appropriate for us therefore to try and reach out to a much broader base to get the talent we need in order to sustain combat effectiveness".
It came after Defence Secretary Gavin Williamson refused to let Army chiefs scrap the "Be The Best" slogan after criticism it was "dated, elitist and non-inclusive".
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Why have critics slammed the new Army recruitment ad?
There are fears the PC-friendly promo is too heavily focused on the groups least likely to join the Army and could therefore worsen the recruitment crisis.
Retired Colonel Richard Kemp said it will not solve the problem.
The former commander of British forces in Afghanistan said: "I think what the army needs to do in order to deal with its recruiting problem is not to specifically appeal to minorities - of course, the more people from all parts of society who join the better.
"But it's even more important than that to fill the army up with people who want to fight and want to be soldiers. And this, I don't think, will do that."
He instead called for the Army to scrap its "impenetrable" application process and cut through the "horrific bureaucracy" putting off recruits.
Major General Timothy Cross said being "jolly nice to people"; would not help with "struggling" recruitment.
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