The Army is taking heat after releasing new recruitment videos that people are criticizing as being “woke.”
The animated recruitment videos were uploaded to YouTube and they highlight the stories of multiple soldiers on their way to join the Army.
One of the stories showcases a female soldier who was raised by two moms in the state of California. The soldier discusses attending LGBT rights parades during her childhood.
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The advertisement went viral, and negative reactions quickly started pouring in. As of today, the video has received 100,000 dislikes, and only 4,500 likes.
The backlash the Army received from the video has now caused them to disable comments on it.
One of the ads featured a female soldier, Cpl. Emma Malonelord, who describes her upbringing with two lesbian moms and her attendance at LGBT rights parades. Malonelord narrates, “Although I had a fairly typical childhood, took ballet, played violin, I also marched for equality. I like to think I’ve been defending freedom from an early age.”
Laura DeFrancisco, spokeswoman for the Army Enterprise Marketing Office told Task & Purpose that the Army disabled comments on all of the videos after seeing “a significant uptick in negative commentary which … were not aligned with Army values.”
“Out of respect for our soldiers and their families, we have disabled the comments,” DeFrancisco added.
via American Military News
Several high-profile politicians spoke out following the release of the ads, comparing them with Russian military ads and pointing to how “soft” they make the United States look. The meme created to compare the two is believed to be connected to pro-Russian propaganda.
Despite the widespread criticism, some have also come out to defend the Army and how they are trying to reshape their recruitment practices.
When the new ads were unveiled earlier this month, the chief of Army Enterprise Marketing, Maj. Gen. Alex Fink, released the following statement: “Research tells us that young people today see the Army as a ‘distant star’ – a place requiring a nearly superhuman level of discipline with little relevance to their daily lives. Similarly, youth don’t necessarily connect with those who serve or see common ground in terms of interests, abilities, and goals.”
It is unclear how the current political climate will impact Army recruitment efforts going forward.
But military leaders say they are confident they can continue to meet their end-strength proposals that add roughly just 1,000 troops per year to the force.
What does it matter honestly? I SERVED, while in service you know it doesn’t matter what your background was before becoming a Soldier. What matters is the person to your left and right and the fact you are willing to fight for the same cause, Our Nation! That we have each other’s back, that we won’t give up without a fight. The thing that’s important iis our country needs soldiers! The campaigns out there should have a variety!
As a retired AF Vietnam Veteran, I consider the new Army Recruitment video as deploring for it will turn people away from joining the military that I proudly served for 26 years!!!
Vietnam Vet who wants combat ready troops at my back and no social experiments. That sounds like a good way to get your ass shot. No thanks, make mine straight as an arrow and I’ll be happy.
I have often wondered why Americans are so close minded and selfish when It comes to Otherness!!! I spent five years in the USMC as a black man. I don’t care what ethnicity, sex, or whatever a person is if it/she/he/whatever keeps an enemy of my back they are my friends!! during one meeting the subject was shooting women and kids. a question was asked if there was a difference between death from a male and death from a woman or kid?? the answer? No. Then they are dead. These are things 17, 18,19 and 20 years olds were dealing with!!! The citizens and politicians wonders!!!
While even the Marine Corps has been sucked into the political correctness that prevails at the Pentagon under the current administration, I seriously doubt that it would go as far as to attempt to recruit Marines with this video’s disgusting level of wokeness.
IT’S ABOUT TIME FOR THIS GREAT AD! AWESOME MESSAGE!
WELCOME, WELCOME ACKNOWLEDGMENT! NOW IS THE
MOMENT FOR THE REST OF THE COUNTRY –ALL , ALL OF
US– TO TAKE NOTE, TUNE IN AND AND AND SIGN UP.
I am an Army and federal civil service retiree. I am also a Vietnam veteran. It is just an ad. It is an attempt to recruit. I did not see it as an attempt to “pander” any specific group. What we heard was one specific individual’s background. I’m sure the next segment of the ad will address a different individual with a different background. The Army has made questionable recruiting ads in the past. The ad “An Army of One” was misleading. A lot of us thought it was a joke because everyone knows that the active duty types really dislike the reserve types. It was never an Army of One. And by the way, our mission as military types was to defend and suport the Constitution of the United States. I do believe the document still includes freedom of speech and expression. Let’s not forget that.
Having served in the military from 1974 to 2000 I have seen lots of changes, some good and some not so good.. The changes that the military and our nation is going through now is in the “not so good” category, in my opinion. Our nation, and military, are being divided by people with their own social agenda that is degrading our military and as a result, the military’s ability to be the feared military machine that assures us that those who would do us harm will think twice about engaging us, fearing massive and decisive retribution. Please don’t get me wrong, I still believe we have the finest Armed Forces in the world, best trained and equipped, but my concern is that I see that fine fighting edge degrading. I hope our enemies don’t…
Army and DoD retiree. More BS, always remember the military is the #1 most conservative segment in US society. In reality they will do as they wish and only pay lip service to Joe Biden. After twenty seven total years it will NEVER be changed, Thank God
As a Vietnam Vet who saw combat, everyone who wants the opportunity to learn how to work with people who live different lives than you and are willing to learn from experiences that require focus and attention and cooperation and being able to have faith in your unit should be welcome. War is not a game! Killing people is not patriotic!
War is a bloody mess and something that stays with you for life.
If gay people and straight people and people who are optimists and people who are pessimists can work together, the Army has accomplished its mission.
who ever is W O K E is a jerk
WOKE Just another word to bring attention to racism, bigotry, narrow-mindedness and political correctness. If you don’t stir the hive, the bees won’t sting – – – just live and let live. Enjoy and cherish life while you can because NO ONE gets out alive.
The Army is not about being social justice warriors. Yes, we each have unique stories to tell about our life experiences and those stories are important; however, the Army is about defending our country. In defense of the country, it defends people’s right to be who they are. The focus of the ads should be service to country, not self (I’m an xxxxxxx, and now I serve). If this is the direction we must go in in order to have an Army, we will have some challenges in the future, especially when considering the challenges we already have.
i don,t see any problems with the adds except from racist people…
As a Proud Army Retiree, these type adds are embarrassing. An Army is for maintaining peace and defending America. It’s NO PLACE for Liberal Political Correctness.. The Army is a place of toughness in an environment of “ Kill or be Killed”.
Why not start a service just for gay and transgender only?
The spirit of the Bayonet is “to kill”
This we were taught in the ’60 when the Army was fighting a real war and men were dying.
One Sgt,a nice guy was always reminding us:”Men ,keep that ribbon of steel out in front of you.”
I was a citizen Soldier,(a US,we had NGs in Basic with us) it wasn’t my choice,LBJ sent me a “Greeting from the President” letter.. In the day there was only an INF Basic.
But when I look back at the historical record; the US Army has never put to field in earnest with out a draft.Also there were many mobilized NG units that saw service in Vietnam.. Even the few, the proud,USMC,took 37.000 draftees.Watch your arse,Woke people,I think you are being sold a bill of goods.
I am a Vietnam Veteran and am proud of our Military then and today. I think these Recruitment Ads are created by the Same “woke” people who would denounce the Training in preparation for War that the Military provides to prepare Recruits to defend our Nation.
Why can’t we just recruit the “Best People” and not pander to any specific group?
Just a thought, but what if this Ad turns away more people from joining the Military than it attracts????
The only one I saw make an issue on the Army is Sen. cruz. I have not herd if he served in the MILITARY?
THERE WILL ALWAYS BE PEOPLE
AFRAID OF CHANGE
HOW MANY PEOPLE WHO STILL
HIDE BEHIND A CURTAIN DOOR OR
CLOSET
PRETENDING SOMEONE THEY ARE
NOT
I HAVE FOUND PEOPLE IN AND OUT
OF THE MILITARY HAVE MENTAL PROBLEMS BECAUSE OF THIS
HOW MANY HAVE DOUBLE LIVES
THE ONES PROTESTING THE MOST
ARE AFRAID OF BEING DISCOVERED
WHO THEY REALLY ARE
THEY WILL NEVER BE HAPPY OR RELIEVED UNTIL THEY DO
FEAR IS A KILLER