Pentagon’s New Recruitment Campaign Focuses On Ending Wokeness, ‘Peace Through Strength’
Charlie Kirk Staff
05/27/2025

The Pentagon has launched a bold new recruitment campaign titled “Peace Through Strength,” signaling a decisive shift away from what officials describe as “woke” policies in the U.S. military.
The ad, narrated by President Donald Trump and Defense Secretary Pete Hegseth, debuted during the Coca-Cola 600 NASCAR race over Memorial Day weekend.
“No more distraction, no more electric tanks, no more gender confusion, no more climate change worship. We are laser-focused on our mission of warfighting,” Hegseth said in the ad.
The message is underscored by footage of intense training drills and battlefield simulations, aiming to restore traditional military values and combat readiness, The New York Post reported.
President Trump said, “Through our power and might, we will lead the world to peace. Our friends will respect us. Our enemies will fear us, and the … .” He emphasized that military success will be measured “not only by the battles … .”
The campaign comes in response to recent recruitment challenges faced by the military. The Army, Navy, and Air Force have had significant recruitment challenges for years, and Hegseth believes that eliminating “woke” policies will help reverse that trend.
“We don’t fight because we hate what’s in front of us. We fight because we love what’s behind us,” he said.
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The ad also coincides with the passage of the One Big Beautiful Bill Act whose funding will support initiatives like the Golden Dome space-based missile defense.
Critics have complained that the focus on ending “wokeness” may overlook other factors affecting recruitment, such as concerns about safety, family separation, and career impacts.
However, the administration maintains that returning to core military values is essential for restoring pride and effectiveness in the armed forces.
The “Peace Through Strength” campaign marks a significant pivot in military recruitment strategy, aiming to attract individuals aligned with traditional values and a strong national defense ethos.
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