The Armed Forces have launched a new recruitment campaign in which Islam is given a prominent place. In the video, a Muslim man is seen praying while saying: “Allahu akbar”.
According to the Armed Forces, the new campaign is about “love and faith”. Instead of directing attention towards weapons, preparedness and the country’s defence capability, the campaign shows uniformed Norwegians in more private and identity-oriented situations.
In one of the films, Islam is prominently featured. Viewers are shown a Muslim prayer session, and the words “Allahu akbar” can be heard in the video.
Watch the video for yourself:
The expression means “Allah is greatest” and is used centrally in Muslim prayer. For many Europeans, however, it is also an expression known from Islamist terrorist attacks.
The campaign was produced by the advertising agency NoA Anorak. According to Kampanje, the films are intended to show “what motivates people to put on the uniform”.
The Armed Forces make no secret of the fact that the choice of theme is deliberate.
– When we highlight love and faith, it is because these are fundamental rights and values that the Armed Forces are meant to protect for everyone living in Norway. It is about showing that the Armed Forces need diversity and should be a good place to work, regardless of who you are, whom you love or what you believe in, Gry Bohne Hauge, Head of Market and Society in the Armed Forces, told Kampanje.
The Armed Forces’ slogan is “For everything we have. And everything we are.” In this campaign, the slogan is used to frame religious diversity – including Islam.
Thus, a Muslim prayer session becomes part of the state’s recruitment of new soldiers.
The Armed Forces do not present the film as a campaign for Islam. They present it as a campaign for faith, love and diversity. Nevertheless, there is little doubt about what many will react to: the country’s military defence is using a recruitment video to give Muslim prayer a visible and positive place.
The campaign comes at a time when the Armed Forces need more personnel, greater combat capability and stronger public trust.