The Pentagon’s new “Peace through Strength” campaign marks a seismic shift in recruitment strategy and military culture, aiming to rebuild readiness while declaring war on so-called “woke” policies.
At a Glance
- Pentagon ad campaign features Trump and Pete Hegseth denouncing “gender confusion” and climate priorities
- Trump calls for military greatness through strength, respect, and fear
- The campaign coincides with a $150B defense budget increase via the One Big Beautiful Bill Act
- All DEI and CRT references must be purged from military social media by March 5
- Controversy erupts over dismantling the bipartisan Women, Peace & Security (WPS) program
A Hard Pivot to Combat Focus
Timed for Memorial Day, the Pentagon’s new recruitment video swaps rainbow flags for firepower. With Defense Secretary Pete Hegseth narrating, the ad bluntly declares: “No more distraction, no more electric tanks, no more gender confusion, no more climate change worship.” The message is clear: under the Trump administration, the military’s priority is warfighting—not social messaging.
Watch a report: Trump-era Pentagon ad declares end of ‘wokeness’
President Trump’s own voice in the ad asserts a return to Reagan-style military doctrine: “Peace is achieved not only by the battles we win, but also by the wars we end.” The campaign comes as all major service branches face steep recruitment deficits, with morale reportedly sagging under culture war crossfire and readiness concerns.
Sweeping Internal Reforms
The Pentagon’s ad blitz aligns with the broader cultural reset ordered by Defense officials. A directive signed by Sean Parnell mandates the removal of all references to critical race theory, DEI, and gender ideology from official communications. Social media platforms must comply by March 5 or face administrative sanctions.
Still, Hegseth clarified that the military will “celebrate the valor and success of heroes of all races, genders, and backgrounds,” emphasizing a return to shared sacrifice and mission unity over identity politics.
Funding the Future Force
The campaign rollout follows the passage of the One Big Beautiful Bill Act, which adds $150 billion in defense spending—marking one of the largest single-year boosts in Pentagon funding. Priorities include advanced weapons procurement, pay raises, recruitment incentives, and modernization of force readiness.
The administration’s fiscal policy seeks to match messaging with money. As Trump put it in the ad: “Through our power and might, we will lead the world to peace… and the whole world will admire the unrivaled greatness of the United States military.”
The WPS Controversy
Not all policy changes have landed smoothly. Hegseth drew bipartisan fire after axing the Women, Peace & Security (WPS) program, mistakenly describing it as a UN creation from the Biden era. In fact, the program was passed into law by Congress and signed by Trump himself in 2017.
Despite correcting the record, Hegseth defended the repeal, arguing that the Biden administration had warped the initiative. Critics, including Gen. Dan Caine, emphasized WPS’s battlefield value: “They would help us understand the human terrain in a new and novel way,” he said, citing female intelligence operatives in counterinsurgency missions.
Will It Work?
Supporters hail the “Peace through Strength” campaign as a long-overdue course correction. Detractors warn it risks alienating segments of the public vital to recruitment and civil-military trust.
“Given the intense focus on recent changes within the department, maintaining the public trust is more important than ever,” said Pentagon advisor Darin Selnick, stressing the balancing act ahead.
As the military seeks to reignite recruitment and restore battlefield focus, one thing is clear: the culture war has officially enlisted.
