Army Announces Plans To Ditch ‘Woke’ Ideologies And Bring Back Slogan


The U.S. Army is making a major shift in its branding campaign, moving away from “woke” themes and instead focusing on the history and possibilities that come with a service to this great nation. This rebrand comes after years of declining recruitment numbers and a need to appeal to traditional families who make up the majority of the service’s enlistees.

The new campaign, which was unveiled Wednesday, does not emphasize the background or identity of potential soldiers and instead speaks to the possibilities for personal and career development the Army holds.

This includes resurrecting the “be all you can be” slogan from 1981 to 2001, which aimed to showcase the wide variety of career fields available in the Army.

Two new 90-second ads accompany this rebranding, guiding the viewer through the history of the U.S. Army and emphasizing themes of “overcoming obstacles” and pushing toward the future with new technologies that better the lives of civilians as well as serving the nation’s defense. The ads feature an ethnically diverse cast, but do not necessarily speak to any particular demographic.

Army officials have said that the two prior marketing campaigns under the most recent branding scheme alienated some target audiences and that this rebrand is a way to broaden the appeal to Gen Z audiences.

This rebranding is part of the Army’s goal to reach its ambitious recruiting goals for 2023. With traditional families making up the majority of new recruits, the Army knows it needs to appeal to those who see America as a great country, not one that is filled with systemic racism.

This is why the service is doubling down on messaging about benefits and career opportunities available to soldiers in 2022 and into 2023, offering bonuses in the thousands of dollars for successful referrals and new recruits’ willingness to ship out within 45 days of enlistment.

It is also investing in health care, education support and vacation while pleading with lawmakers to set aside funding for housing assistance, child care and spousal career assistance, all to hold onto the recruits they get.

The Army understands that to be successful, it needs to appeal to all Americans, regardless of their political beliefs or background. It needs to show that it is a capable and hard-hitting force that can defeat and deter enemy aggression, not one that prioritizes inclusion over competence and lowers standards to accommodate more self-described identities.

It is clear that the Army is making a shift away from social justice and diversity themes and towards patriotism and an appreciation for our country’s history. This is the best way to ensure that the Army reaches its ambitious recruiting goals and continues to be an essential part of the U.S. Armed Forces.