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“A soldier is a soldier.” The British Army talks about equality of the sexes in its new recruitment campaign

The message emphasizes that in the army soldiers are defined by their abilities, not their gender Guatemala Email Database
The campaign, created by Karmarama, is broadcast in cinemas, video on demand, radio and social networks

They do not have smaller weapons. Not even a few reserved services with the “ladies” sign. Neither treatment of Mrs. or Ms. nor diet foods, less dangerous missions or lower expectations. A soldier is a soldier and is defined by his capabilities, not his sex.

This is the message of the British Army’s new recruitment campaign, which is trying to attract more women to its ranks. The action has been created by the Karmarama agency, is titled “A solider is a soldier” (“A soldier is a soldier”) and is managed by Capita, a service company that collaborates with the army in recruiting personnel.

“Through this campaign”, it is reported in a press release, “the Army wants to show its permanent commitment to achieving greater gender equality in its ranks and show that it is not an ecosystem dedicated exclusively to combat” .

The campaign seeks to attract more women to the British Army, which currently has 9.8% female personnel
The message is that the Army is in an inclusive work environment, offering the same pay to all people of the same rank and placing the same expectations on all its members, regardless of their gender. This is how the closing of the campaign expresses it: “The same pay. The same opportunities. The same expectations.”

Currently, the percentage of women in the regular army, the British Army, is 9.8%. The figure rises to 14.2% in the so-called Army Reserve, made up of units whose members are dedicated to them part-time. According to data from September 2020, 23% of British women between the ages of 14 and 24 consider a military career as a possible professional alternative socialposts.

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