So I came across a few posters in the recruitment office in my hometown targeting women to join the army. I thought the posters were tasteful and showed a good side of what the CF was trying to do. This article describes how they are trying to increase the number of women in the military from 16% to 25% in only 3 years. One of the posters (in the article below) is of two women hugging, however some people decided that the posters were too "lesbian-y". If you're a woman or a man who has many women in your life, you would know that women hugging is a very common thing. Even gay women and straight women hug all the time.
So I want to know, do you have a problem with this advertisement? Or do you think it fits in with other campaign material to get women to join the CF?
First off that material is from 1-2 years ago and as mentioned already and as far as I can tell, the individuals pictured aren't wearing CAF Uniforms. Not to mention, what does a picture like this really say about a career as a "working" member of the CAF? I'm sure they could come up with something better.
Also keep in mind, that the CAF doesn't produce these marketing campaigns "in house". They are put out to tender, so they tend to go to the lowest bidder from the private sector (ie; Civilian Marketing Agencies). So you now have a civilian company creating a Marketing Campaign who has little if any knowledge and or experience about what it is to be a member of the CAF, let alone why anyone would want to join. Sounds like a job for the FNP in the Agency to handle.
Campaign materials/proposals are returned back to the Department for review, so I'm sure people in uniform, along with civilian DND Marketing staff looked at this and many others.
It's difficult at best, if not impossible, to market a career in the CAF for women when you're faced with bad Press coverage created by bad applies in your organization and all organizations have bad apples.
Being a women and having a career in the CAF, merely makes you another valued member of the "team".http://www.forces.ca/en/page/women-92