Introduction: In 2018, the British Army released a recruitment advert as part of its £1.6m "This Is Belonging" campaign, showcasing a Muslim soldier praying on the battlefield while his comrades stood by in silence. Aimed at promoting diversity and inclusivity, the ad ignited a heated debate about the military’s image and priorities. Was it a step toward a modern, welcoming force, or a misstep in recruitment strategy?
The "This Is Belonging" Campaign
The advert, part of the "This Is Belonging 2018" series, was designed to attract recruits from varied backgrounds, genders, sexualities, and faiths. In the video, available on YouTube, a Muslim soldier removes his helmet, boots, and weapon, then kneels to pray. His comrades watch respectfully as the words "Keep My Faith" and "This Is Belonging" flash across the screen, with distant gunshots adding a dramatic backdrop.
 |
| Picture: British Army |
Criticism and Controversy
The campaign faced backlash shortly after its release. Nigel Farage, a prominent commentator, criticized it on LBC, arguing, "If people aren’t up to it in terms of their physique, strength, or ability to shoot a rifle – they shouldn’t be in the Army!" He emphasized an elitist vision, stating, "I want the Army to be as elitist as possible." Critics argued that focusing on emotional support and inclusivity diluted the military’s traditional image of strength and combat readiness.
 |
| Picture: British Army |
A Step Toward Inclusivity?
Despite the criticism, the £1.6m campaign sought to reflect a changing society and broaden the Army’s appeal. By highlighting faith, emotion, and diversity, it aimed to reassure potential recruits that they could belong without sacrificing their identity. Whether this approach succeeded in boosting recruitment numbers remains a topic of debate.
