A voiceover in the television, radio and digital 1.6 million pound ($2.2 million) campaign, dubbed This is Belonging 2018, asks “Can I be gay in the army?”, “Do I have to be a superhero to join the army?” and “What if I get emotional in the army?”
In a video about emotions, a voice says: “Man up, grow a pair. It feels like as a man, you can never express your emotions.