...to showcase its role and relevance in changing times
Multi-media advertising campaign breaks in tandem with major January recruitment drive, Vigilance can report.
THE Army is launching a bold, new public information campaign to highlight the role of the Army Reserve within the new Army structure, in order to improve public understanding of what they do and support recruiting across the whole Army. The ‘Normal Day’ campaign aims to demonstrate the importance of the roles the Army plays, at home and abroad, in a modern world undergoing significant geo-political and social upheaval.
The campaign launches as latest, independent research* reveals that 1 in 5 (20%) Britons believe that the Army is less relevant now than ever before. This figure rises to 1 in 4 (25%) among the Army’s core recruitment audience (18-34 year olds). The research also highlights a lack of recognition for the full breadth of roles it undertakes. When asked which duties they believe the Army spends most time performing, respondents ranked peacekeeping and fighting the UK’s enemies well ahead of humanitarian aid and disaster relief. And, when asked what ought to be the Army’s priority today, while conflict understandably came top (34%), comparatively few identified humanitarian aid (11%) or disaster relief (13%) as a key task.
To address these misconceptions, the new ‘Normal Day’ advertising campaign hits TV screens, print media, billboards and digital platforms tomorrow. The adverts – which represent a significant departure from previous recruitment-led Army campaigns that focused on the job roles and benefits available in the Army – showcase the many unsung roles the Army performs and how it has restored normality to communities that have come under threat at home and abroad. The campaign will include three documentaries showing real-life examples of the vital and positive impact individual Army personnel have made to ordinary people’s lives in the UK, Kosovo and the Philippines.
By improving awareness and understanding of what the Army does, the ‘Normal Day’ campaign also aims to support ongoing recruitment and coincides with a seasonal drive to encourage people to consider a part-time role with the Army Reserve. The research further shows one in four people feel challenge and excitement is missing from their day job. The One Poll survey revealed nearly seven in ten people would consider volunteering on top of their normal work. The top three things people said were missing from their day jobs were excitement and challenge, travel opportunities and professional development, with one in four saying they would consider joining the Army Reserve to benefit from these opportunities.
The new Army Reserve recruitment campaign launches today with a series of recruitment events up and down the country. It aims to showcase to potential reservists, aged 18 - 50, how a role in the Army Reserve can help fill the gaps missing in people’s civilian careers, with the additional benefit of being paid while training (including regular promotions and pay rises), the chance to train and work alongside the Regular Army and the minimum commitment of 19 days a year.
Brigadier Nick Orr, the Army’s Head of Communications, said: “We have launched this campaign to improve understanding about what the Army does, but also to showcase the people that make our Army the force it is for good. These skilled men and women help to ensure normality is preserved for people at home and overseas and this campaign helps bring that to life for a modern audience who, in part at least, may question its future role and relevance."
Brigadier Orr added: “We are proud of the Army’s values and role which is absolutely to protect the United Kingdom and fight its enemies, but also to prevent conflict and deal with disaster. While we recognise the clear need to adapt and change with the times, our role and relevance is enduring. The Army is as relevant now, if not more so, than ever before amid these incredibly complex times. The campaign breaks new ground for the Army and vividly brings to life the many, and often under-recognised, duties it performs across a number of different communities and scenarios.”
Major General Chris Tickell, Director General, Army Recruiting and Training Division, said: “This research tells us that people feel their jobs are lacking a challenge, excitement, the opportunity to travel and a decent salary – all of which are available at a world-class standard with the Army Reserve. No matter what your day job, the Army Reserve has something to offer you in your spare time, whether you want to use and improve your existing workplace skills, or try your hand at something completely different. You can travel the world, gain qualifications and benefit from confidence and leadership skills that will help you shine in your civilian career.”
ALL THREE SERVICES RECOGNISED IN STONEWALL’S TOP 100
THE ROYAL Navy, British Army and the Royal Air Force have all been recognised as top employers for lesbian, gay and bisexual staff, Stonewall announced today.
In only its second year of recognition, the Army has climbed into the top 50 employers, securing position 46 on Stonewall’s workplace equality index. This is a significant improvement and reflects the progress that has been made in advancing diversity and inclusion right across the military. The Navy moved to rank 56, up from 79 last year, and the Royal Air Force secured position 91 to also feature in the top 100.
The improvements have placed the entire Armed Forces in the most gay-friendly list of workplaces in the UK for the very first time. The announcement comes just days after the Ministry of Defence marked the 15 year anniversary of lesbian, gay and bisexual men and women serving openly in the military.
Defence Secretary, Michael Fallon, said: “I’m tremendously proud of this ringing endorsement from Stonewall – our Armed Forces have worked tirelessly over the last 15 years to become more inclusive employers."
Secretary Fallon added: “Making sure that our Armed Forces fully reflect our society is a key objective. And we know that a more diverse organisation is more effective – people perform better when they can be themselves. That’s why we work hard to attract and retain the most talented individuals, whatever their gender, race or sexual orientation. So, all three services being in the top 100 best places to work for lesbian, gay and bisexual staff, and the Army in the top 50, is truly outstanding.”
Warrant Officer Karen Styles, Army LGBT Forum Chair, said: “In the 19 years that I have served in the military I have seen significant progress in the way in which LGB soldiers are treated. For example the LGBT Forum, supported by LGBT champions, works hard to support personnel and to promote positive role models both inside and outside the military. In addition, all three services receive regular feedback to ensure our policies are fit for purpose and reflect the real life experiences of our personnel. The inclusion of all services in this year’s Stonewall Top 100 is a real testament to the Armed Forces as an open and inclusive employer that is understanding and caring of its people.”
Last year the UK Armed Forces were placed second out of 100 countries in the first ever LGBT Military Index compiled by the Hague Centre for Strategic Studies. Both accolades reflect the hard work that has gone into transforming the experience of LGBT personnel over the last 15 years, including:
· An extensive education programme for leaders at all levels which challenges both conscious and unconscious bias, supported by regular diversity and inclusion training for all personnel;
· All three Services introducing advice and support networks and vocal senior champions who support the LGBT community. LGBT champions also ensure policies are fit for purpose and that senior leadership have a clear idea of the experiences of LGBT personnel.
· LGBT communities which are very proactive in identifying positive role models and engaging through social media to highlight positive stories. These stories are also promoted in both internal and external communication channels. LGB role models also assist in delivering training, successfully challenging perceptions and negative attitudes.
· Recently introduced sexual orientation declarations and monitoring for all service personnel. This will give us a better idea about the composition of our workforce and act as another measure to help identify where we can be more inclusive as an employer.