Promoting a different type of military work is just one way to convince more people with diverse personalities and character traits to join the Canadian Forces. Selling the idea that a soldier is someone who gets down on all fours in the mud will not convince cybersecurity and logistics experts and those in all the other areas that make an army work well.
It goes far beyond the 19th-century concept of the soldier that is so heavily ingrained in our vision of today's soldier.