The Canadian Armed Forces are looking for a few good … women..Blacklock’s Reporter says the National Defence department next month will launch a marketing campaign promising “purpose” and “empowerment” for women enlisting..It follows a criminal charge against the former commander of the Armed Forces in an ongoing sex scandal..“The intent is to demonstrate what life in the Canadian Armed Forces is like for women, how their skills and experiences are transferable to careers outside the Forces, and what it takes to become successful in their field,” said a department report..The advertising blitz is scheduled for October on TV, in newspapers and social media..“The key objective of this campaign is to raise a greater level of awareness among women between the ages of 18 and 34 about Canadian Armed Forces employment opportunities, how the Canadian Armed Forces is an employer of choice, and how a career in the CAF can fit various lifestyles while addressing key barriers,” wrote researchers..“Moreover, it will aim to promote the challenge, purpose, empowerment, fulfillment and mastery involved in Canadian Armed Forces careers while addressing barriers related to freedom and flexibility..“Key themes the campaign aims to convey to its target audiences include work-life balance, workplace inclusion and training and career development opportunities.”.The ad budget was not disclosed. The department spent $49,910 on focus group testing of the campaign by Quorus Consulting Group Inc..Women in focus groups said the promise of travel with the military was popular..“Many felt this was appealing since it is a way to see other places while working,” said Women’s Campaign..Others complained the ad campaign was unremarkable..“‘Learning a lot’ or ‘meeting new people’ were seen as experiences that are not at all different from what could be experienced in other jobs,” said the report..The military has targeted an increase in the number of women in the Canadian Armed Forces from 15 to 25% by 2026..The report made no mention of ongoing sex scandals..General (ret’d) Jonathan Vance on July 15 was charged with witness tampering under the Criminal Code, an offence that carries a maximum 10-year prison term. Vance was accused of obstruction in an ongoing investigation of alleged sexual misconduct and harassment involving a subordinate..“Yes, it’s recorded, and the Canadian Forces National Investigation Service has all of the recordings of him directing me in what to say, what not to say, what to exclude, to perjure myself and to lie,” Major Kellie Brennan testified April 22 at the Commons committee on the status of women..Brennan testified Vance fathered two of her children and instructed her on what to tell investigators..“Did General Vance ever instruct you to lie about your relationship?” asked Conservative MP Leona Alleslev (Aurora-Oak Ridges, Ont.)..“Yes, it’s recorded,” replied Brennan, adding she had given police copies of telephone calls, e-mails and texts from Vance..“He was untouchable. He owned the Canadian Forces National Investigation Service.”
The Canadian Armed Forces are looking for a few good … women..Blacklock’s Reporter says the National Defence department next month will launch a marketing campaign promising “purpose” and “empowerment” for women enlisting..It follows a criminal charge against the former commander of the Armed Forces in an ongoing sex scandal..“The intent is to demonstrate what life in the Canadian Armed Forces is like for women, how their skills and experiences are transferable to careers outside the Forces, and what it takes to become successful in their field,” said a department report..The advertising blitz is scheduled for October on TV, in newspapers and social media..“The key objective of this campaign is to raise a greater level of awareness among women between the ages of 18 and 34 about Canadian Armed Forces employment opportunities, how the Canadian Armed Forces is an employer of choice, and how a career in the CAF can fit various lifestyles while addressing key barriers,” wrote researchers..“Moreover, it will aim to promote the challenge, purpose, empowerment, fulfillment and mastery involved in Canadian Armed Forces careers while addressing barriers related to freedom and flexibility..“Key themes the campaign aims to convey to its target audiences include work-life balance, workplace inclusion and training and career development opportunities.”.The ad budget was not disclosed. The department spent $49,910 on focus group testing of the campaign by Quorus Consulting Group Inc..Women in focus groups said the promise of travel with the military was popular..“Many felt this was appealing since it is a way to see other places while working,” said Women’s Campaign..Others complained the ad campaign was unremarkable..“‘Learning a lot’ or ‘meeting new people’ were seen as experiences that are not at all different from what could be experienced in other jobs,” said the report..The military has targeted an increase in the number of women in the Canadian Armed Forces from 15 to 25% by 2026..The report made no mention of ongoing sex scandals..General (ret’d) Jonathan Vance on July 15 was charged with witness tampering under the Criminal Code, an offence that carries a maximum 10-year prison term. Vance was accused of obstruction in an ongoing investigation of alleged sexual misconduct and harassment involving a subordinate..“Yes, it’s recorded, and the Canadian Forces National Investigation Service has all of the recordings of him directing me in what to say, what not to say, what to exclude, to perjure myself and to lie,” Major Kellie Brennan testified April 22 at the Commons committee on the status of women..Brennan testified Vance fathered two of her children and instructed her on what to tell investigators..“Did General Vance ever instruct you to lie about your relationship?” asked Conservative MP Leona Alleslev (Aurora-Oak Ridges, Ont.)..“Yes, it’s recorded,” replied Brennan, adding she had given police copies of telephone calls, e-mails and texts from Vance..“He was untouchable. He owned the Canadian Forces National Investigation Service.”
