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As the British military faces its own #MeToo moment, the Army has made women the focus of its latest recruitment campaign.
Created by Karmarama, the campaign attempts to paint the British Army as an inclusive employer by showing how soldiers are defined by their skills, not gender. It aims to recruit more women, who make up just 9.8% of the British Army and 14.2% of the Army Reserves.
The ad is narrated by real serving female soldiers and opens with a question they often receive: “What’s it like being a female soldier?” The first narrator responds that she “wouldn’t know,” before she and her comrades address a series of stereotypes about women serving in the Army.
Showing an image of a wound held together with stitches that spell out “good for a woman,” a narrator explains that “no one calls me ‘good for a woman’ when I’m the one stitching them up.”
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