In the UK, gay soldiers have only been able to serve openly in the Armed forces since 2000, but today The British Army is recognised as a Top 100 Stonewall Employer for diversity and is a long-term supporter of Pride. This year at the Pride in London Parade, 61 serving soldiers will be marching. The Army is also contributing to other Pride events across the UK, such as Pride Brighton and Pride Manchester.
To coincide with London Pride 2017, the British Army has launched a new recruitment campaign which subverts traditional camoflage colours which soldiers use to keep hidden, swapping these for the celebratory rainbow boldness of Pride.
Sgt Guy Lowe-Barrow, Secretary of Army LGBT Forum and the Army BAME Network says “We’re proud to be recognised as a top LGBT employer and this campaign is built on a belief that diversity makes us stronger and more effective. We wanted to reflect the participation of so many of our personnel this weekend and demonstrate the diversity we encourage in the Armed Forces.”
Adam Kean, Executive Creative Director at creative agency Karmarama, the agency behind the campaign, added “The modern Army is proud of its LGBT+ soldiers and we wanted to celebrate that. Camo cream is all about hiding and blending in, but this is a time for standing out and standing proud. So we’re handing out over a thousand rainbow camo creams at the parade, and creating a advertising campaign to support this.”