The British Army’s new #ASoldierIsASoldier recruitment campaign makes it clear to women that they’ll receive equal pay, equal treatment in the field, and the same chances to advance as men have.
Addressing aging stereotypes head-on, the advert at the campaign’s heart cuts to ridiculous concepts of female-adapted Army equipment such as “beach body rations” and a rifle with an “easy-pull trigger for smaller hands”, showcasing how these items would never exist in the Army.
The Battle for Gender Equality
Major General Sharon Nesmith, General Officer Commanding Army Recruiting and Initial Training Command said, “The Army is incredibly proud of the progress that has been made towards gender equality. Huge changes have taken place over the last few years, and we want to continue to make positive changes to attract and retain the best talent regardless of gender.”
The British Amry is also using Instagram to help tell the story of gender equality.
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Diversity and Inclusion Details
In the British Army today:
Men and women are on the same pay scale and are paid according to rank.
The Army promotes people based on their performance, capability, and potential. All role-related fitness standards are the same, and unrelated to gender.
All roles, branches, and trades of the Army are open to everyone, regardless of their gender.
Female representation in the British Army presently stands at 9.8% and Army Reserves at 14.2%.
Good for a Woman
One of the most poignant lines in the commercial is, “No one calls me girl, or woman when I’m the one stitching them up.”
Further adverts will run across social media and radio. The campaign was developed by Karmarama, part of Accenture Interactive.