A campaign launched by the British Army aims to recruit those who might not think they're welcome in the military, including women, Muslims, LGBT people, and people of color.

Building on a series of ads launched last year, “This is Belonging 2018” features animated promos voiced by actual soldiers, who answer questions like: “Can I be gay in the army?”, “Can I practice my faith in the army?” and “Can I cry?”

"I was worried about being accepted," says one narrator. "But within days I was really confident about being who I was. I'm not afraid about talking about having a boyfriend."

The hope is the spots will show the army, which is currently experiencing an enlistment shortage, welcomes and supports diverse recruits. But the $2 million campaign is already getting slammed for being too politically correct.

“If I am coming under fire and one of my platoon starts crying then he should be shot for cowardice,” wrote one commenter on YouTube.

“Not content with strangling the Armed Forces through ever-increasing budget cuts, they now want to rip out the very soul of it,” added another.

Retired colonel Richard Kemp insists the campaign won't solve the army’s recruitment problem.

“The main group of people who are interested in joining aren’t worried so much about whether they are going to be listened to... they are going to be attracted by images of combat,” he told the BBC. “The army, like the rest of government, is being forced down a route of political correctness."

The British military lifted its ban on gay recruits in 2000 and started welcoming trans enlistees in 2014.