British Army Recruitment Campaign Focuses on Islam, Sexual Diversity, Banishes Macho Image

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Top military brass planned to drop the British Army’s famous ‘Be the Best’ recruitment slogan and crossed swords crest, alleging they are “elitist” and “non-inclusive”.
Defence secretary Gavin Williamson stepped in at the eleventh hour to veto the politically correct plans, which were to take effect from January 2017 on the expensively-procured advice of third-party “image consultants”, the Mail on Sunday reports.

“Market research in May 17 found that ‘Be the Best’ did not resonate with many of our key audiences and was considered dated, elitist and non-inclusive,” noted a document title ‘The Army Brand’, produced under the direction of General Sir Nick Carter.

“The ECAB [Executive Committee of the Army Board] therefore agreed that its use should be phased out as soon as affordably possible. The retirement of Be the Best will commence immediately with all planned refreshes of Be the Best branded material cancelled in favour of brand-compliant products.”

The planned overhaul was described as “futile lunacy” by critics, with rebranding costs estimated in the millions at a time when the Armed Forces are facing savage cuts.

“The Defence Secretary believes that the British Army is the best of the best and has put these proposals on hold,” said a spokesman for the Ministry of Defence.

Commons Defence Select Committee chairman Julian Lewis had also spoken against the changes, saying: “Being the best is nothing to be ashamed of – it is a matter for pride and a very positive message to transmit. Why should we be afraid of excellence when we are constantly saying our Armed Forces are the best in the world?”

While the move is likely to prove popular with the Tory Party’s conservative base, which has been frustrated by its leaders’ love affair with social justice and long pressed it to stand up against such politically correct initiatives, some critics have suggested the Defence Secretary effectively vetoing commanders will strain relations between them.

These have deteriorated significantly since the Tories first returned to office in 2010 — initially in coalition with the left-wing Liberal Democrats — and began drastically curtailing the Defence budget, while EU contributions and commitments to the inflexible and often questionably allocated foreign aid budget were protected and steadily increased.

Some veterans defended the Government’s decision, however, with Colonel Richard Kemp, a former commander of British Forces in Helmand, Afghanistan, and COBRA Committee member, saying it was “lunacy to squander money on a futile branding project” in a time of cutbacks.

“‘Be the Best’ is popular because it encapsulates the desire for our troops to be better than their enemies,” he explained.

It has never been about them looking down at anyone in society, so any suggestion it is elitist is nonsense. The Army needs to be the best and to know that it is.”

Govt refuses to reveal how long suicidal veterans are kept waiting ... to protect a business

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Govt refuses to reveal how long suicidal veterans are kept waiting ... to protect a business

The government is refusing to reveal how often vulnerable veterans are unable to reach its crisis helpline for ex-service members in order to protect the bottom line of a private contractor, The New Daily can exclusively reveal.

The refusal comes as veterans’ advocates warn of a suicide epidemic among ex-service members, with support group Warrior’s Return estimating at least 84 veterans took their own lives in 2017.

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The Department of Veterans Affairs claims that disclosing the call abandonment rates and wait times for the Veterans and Veterans Families Counselling Service would adversely impact the company that manages the service outside of normal business hours.

In response to a freedom of information request by The New Daily, the DVA said the disclosure would give the contractor’s business rivals information that could be used to out-compete the company.

The New Daily has appealed the decision on public interest grounds.


Michael McCormack named Veterans' Affairs Minister in Turnbull government reshuffle

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download 9Riverina MP Michael McCormack has been named deputy leader of the house and put in charge of veterans affairs in a pre-Christmas cabinet reshuffle.

He will leave the small business portfolio to take on the role vacated by Dan Tehan, who was moved into the cabinet as Social Services Minister. Former Social Services Minister Christian Porter was promoted to Attorney-General following George Brandis’ departure.

Mr McCormack said the call while he was halfway up a 45-metre tall grain silo north of Wagga.. “Only in Australian politics,” he laughed. “This is a good role, particularly for the Member for Riverina given we’ve got three defence bases in my home city and there are a lot of veterans living in and around the city.”

Mr McCormack was the Assistant Defence Minister prior to the 2016 federal election, when he was given the small business portfolio. His return to the defence sector also brings with it a departmental responsibility.
“I was also named the Minister Assisting the Prime Minister on the Anzac Centenary and given next year is the centenary of the end of the Great War there will be a lot of special events locally, across the nation and around the world,” Mr McCormack said.


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"The Australian government has been accused of deserting the soldiers who put their lives on the line to protect our country.

These brave men and women are left to battle a system in crisis that’s nothing short of a national disgrace."

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If you or somebody you know needs help, contact:

  • Lifeline on 13 11 14 or visit their website.
  • Veterans and Veterans Families Counselling Service (VVCS)  24 hours a day across Australia for crisis support and free confidential counselling. Phone 1800 011 046 (international: +61 8 8241 4546). VVCS is a service founded by Vietnam veterans.

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