The United States Army is making a major shift in its branding campaign, steering away from the “woke” themes that have become so popular in recent years and instead turning to the history and the possibilities of serving in the Army to attract potential recruits. After years of declining recruitment numbers, the Army needs to reach out to traditional families, who make up the majority of those who choose to enlist.
The new campaign was unveiled on Wednesday and does not focus on the identity of potential soldiers but instead speaks to the possibilities for personal and career development that come with an Army service. The “be all you can be” slogan from 1981 to 2001 is being brought back to life, showcasing the wide variety of career fields available in the Army.
Two 90-second ads have been released to go along with the rebranding. These ads take viewers through the history of the U.S. Army, emphasizing the themes of “overcoming obstacles” and pushing forward with new technologies that can better the lives of civilians and serve our nation’s defense. The ads feature an ethnically diverse cast but do not speak to any particular demographic.
The Army knows it needs to appeal to traditional families who see America as a great nation, not one that’s filled with systemic racism. To do this, they’re offering bonuses in the thousands of dollars for successful referrals and new recruits’ willingness to ship out within 45 days of enlistment. They’re also investing in health care, education support, and vacation, and pleading with lawmakers to set aside funding for housing assistance, child care, and spousal career assistance.
It’s obvious that the Army is shying away from social justice and diversity themes, and instead focusing on patriotism and an appreciation for our country’s history. The goal is to show that the Army is capable and hard-hitting, not one that prioritizes inclusion over competence and lowers standards to accommodate more self-described identities.
In 1981, “Be All You Can Be” inspired me to be the best version of myself I could be. pic.twitter.com/NhoBNLDRA4
— GEN James C. McConville (@ArmyChiefStaff) March 11, 2023
The Democrats have done their part to ruin military recruitment rates, placing woke policies in front of capable officers and soldiers. But now, it’s time to move away from this nonsense and put our country’s future in the hands of the brave men and women who serve our nation. It’s time to show that the Army is the best and brightest of our nation and that it’s time to be all we can be.