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Army seeks to ditch ‘woke’ messaging to undo historic recruiting problems

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Going woke is doing irreversible damage to the country in multiple aspects, but one of the most dangerous is the United States military experiencing historic lows in recruiting. As a result, military experts told the Daily Caller News Foundation (DCNF) the Army is launching a new branding campaign, which was unveiled last week.

Experts said they shied away from social justice and diversity themes in order to overcome a historic drop in recruiting. Two new 90-second ads accompany the rebranding guide, and direct the viewer through the history of the U.S. Army, from the colonial militias of the Revolutionary War to modern missions aimed at countering a rising China. They highlight 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.

Daily Caller News Foundation writes of the background:

The service’s buy-in on identity politics could turn off conservative families, which have traditionally served as the military’s largest recruiting base, and exacerbatedthe service’s recruiting woes in fiscal year 2022, experts and lawmakers warn. But, the years-in-the-making rebrand, with a goal of showcasing the Army’s role in defense and innovation throughout American history and encouraging soldiers to push their limits, could help the Army meet its ambitious recruiting goals for 2023, experts in military readiness told the DCNF…

…The Army has come under fire for embracing perceived left-wing values in branding, according to Task and Purpose. One example is a 2021 advertising scheme that emphasized the different kinds of people who could join the service, highlighting a same-sex family.

Left-wing trends in the military’s education and personnel policies — including emphasizing inclusion of LGBTQ+ servicemembers, doubling down on outreach to minority communities, and teaching CRT and giving pronoun advice at the military academies — to support “diversity as a strategic imperative” could cause conservative, often white families to believe they “are not welcome or appreciated in the military,” Elaine Donnelly, president of the Center for Military Readiness, told the DCNF in June.

“I think the new brand and commercial better appeal to young people’s desire to be part of a big, important effort larger than themselves,” Thomas Spoehr, director of the Heritage Foundation’s Center for National Defense, told the DCNF. “I think that is the right approach to take.”

The campaign resurrects the “be all you can be” slogan that served marketing and recruiting efforts from 1981 to 2001, with a focus on the possibilities for personal and career development the Army holds, according to Army Secretary Christine Wormuth, Army Chief of Staff Gen. James McConville and Sgt. Maj. Michael Grinston.

“The Army’s identity-based marketing has been a disaster for recruiting, which is why they’re shifting away from it. … The Army and every other branch needs to focus on appealing to all Americans, regardless of their political beliefs or background,” Republican Indiana Rep. Jim Banks, who chairs the military personnel subcommittee on the House Armed Services Committee and has sworn to crack down on wokeness in the military, said to the DCNF.

CONTINUE READING: Daily Caller News Foundation

 

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  1. Carolinadog

    March 18, 2023 at 6:30 am

    If the young people can’t be enticed to serve as protectors of life, liberty and the pursuit of happiness by loyalty or sense of duty it’s because they aren’t being taught these values and today’s woke destruction of America is not going to change that. The willingness of citizens to accept the coup of 2020 does not bode well for the future .

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Minnesota farmer’s lawsuit prompts removal of race and sex-based grant program

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Five months after Minnesota farmer Lance Nistler filed a federal lawsuit with the help of the Pacific Legal Foundation (PLF), the state has removed race- and sex-based preferences from its Down Payment Assistance Grant Program. This significant policy change followed Nistler’s legal challenge, which highlighted the discriminatory nature of the program’s selection process.

Pacific Legal Foundation writes involvement in Nistler’s case drew attention and criticism from Minnesota progressives. Writing in the Minnesota Reformer, Sigrid Jewett accused PLF of using Nistler “as a pawn in a larger culture war game.” She questioned why a California-based legal firm with numerous Supreme Court victories would be interested in representing a small Minnesota farmer pro bono.

PLF opposes all race- and sex-based preferences in the law, and that’s the real reason the firm chose to represent Nistler. The foundation stands against discrimination in various domains, including government board selections, school admissions, government contracts, and grant distributions, such as in Nistler’s case.

Here are the facts: Minnesota’s Down Payment Assistance Grant Program offers up to $15,000 toward the purchase of farmland. Recipients are chosen through a lottery system. However, before the policy change, even if a recipient was among the first picked through the lottery—as Nistler was, being selected ninth—they could be bumped to the back of the line if they were not a racial minority, female, LGBTQIA+, or otherwise designated as an “emerging” farmer by the Minnesota Department of Agriculture.

Despite being chosen ninth in the lottery, which awarded grants to 68 applicants, Nistler did not receive a grant. He was moved from ninth to 102nd on the waitlist because he is a white male.

Nistler grew up on his family farm, milking cows. “They would lose money every year,” he says of the family operation. After he left for school, his family sold the cows and switched to farming soybeans, oats, and wheat. Lance’s father and uncle now run the farm, but they’re getting older. Lance, who has a degree in electronic engineering and worked in HVAC, is interested in buying a 40-acre chunk of the family farm, becoming the fourth-generation farmer in his family.

The land isn’t just going to be given to Lance. This is a working farm, and the Nistlers aren’t a wealthy family that can transfer land from one generation to the next without consideration. “My dad and uncle, they don’t have 401(k)s or anything,” Lance says. “I mean, the land and the equipment, that’s their retirement. This stuff isn’t given away. I’m not just going to get it handed down to me and inherited. It has to be purchased, and it is not cheap.”

Despite being from a farming family, Lance considers himself a new farmer—he has never owned farmland before, and he has an electronics background. Buying these 40 acres would be a huge step for Lance, planting him firmly in the farming world, which is what Minnesota’s grant program aimed to do. The idea that he would have qualified as an emerging farmer if only his skin were a different color struck Lance as wrong.

“The country we live in, the idea is it’s equal opportunity for everyone,” he says. “And if that’s what it is, then well, why shouldn’t I have the same chances?”

When Lance filed his lawsuit in January, the complaint argued that the discriminatory process violated the Constitution’s Equal Protection Clause. The complaint stated:

“Nistler brings this lawsuit to vindicate his constitutional right to equal protection of the law. He brings it to give all Minnesotans a fair chance at a difference-making grant program. He brings it in the hope that he will be able to own that small farm in the near future. He brings it because he is not giving up on his dream.”

In May, after Lance called attention to the unconstitutional policy, Minnesota Governor Tim Walz signed legislation removing the race and sex prioritization from the program. Now, Minnesota will treat farmers equally—as the Constitution promises.

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