Defence recruitment drive 'offensive'

Defence recruitment drive 'offensive'

Military recruitment material featuring alluring cartoon characters is offending some service personnel.

Posters approved by the office of Chief of Army Lieutenant-General Peter Leahy send the wrong message, according to some military women, News Limited newspapers report.

An advertisement for the Royal Australian Army Dental Corps depicts the modern woman digger as a buxom, full-lipped wonder woman wearing a tight-fitting white nursing outfit, complete with dog tag.

"The army accepted this campaign might not appeal to all personnel," a Defence spokeswoman told News Ltd.

"Professional marketing advice indicated the use of cartoon caricatures would engage the intended targeted audience, predominantly young males in combat-related roles."

The material has been designed for use only within the services, encouraging soldiers to consider a change in trade.

"In its first week of testing, 450 soldiers indicated a preference to sign up to a trade transfer, compared with 35 the week before," the spokeswoman said.

A senior RAAF officer told News Ltd she thought the portrayal of personnel in the advertisements was "woeful".

[Ian Pullen]

I can honestly say after seeing ALL the different posters, that whoever designed and authorised them is way off mark.
After opening the e-mail that was sent to me by a collegue, we ALL initially thought it was a joke. If the Dental Corps one has raised this many eye brows then the Aviation Corps one will really top it off.
Personal opinion............. I really am embarrassed for the Army.

[phoenix]

I thought they were a joke when I first got them, untill I looked a bit closer

[Plushy]

any chance of seeing the posters ? my wife has been asking me to find them for her to look at on the net . if you dont want to post them up here can you send them to my email plushy@centercom.com.au

[phoenix]

e-mail sent.

[Plushy]

i see what you mean now