Destroying a Brand with Fuzzy Bunnies

While the larger Navy comes to terms with serious funding and structural changes needed to address the future budgetary reality - some people are still building empires.

While they are doing that - they are making a mess of our language and culture. Consolidation is good ... but words matter.

Perfect example; when someone says "21st Century Sailor" - what do you think of? Well, one would hope that you, like me, would have images of highly trained, motivated and well led men and women doing the best they can as part of a team focused on the seas that surround our nation, and the security that focus brings to the American people ... or sump'n like that.

Well, if you do - I guess you're just a fool. No, our Navy seems to have a different vision of its 21st Century Sailor.

RMKS/1. THIS NAVADMIN ANNOUNCES THE ESTABLISHMENT OF NAVY'S TWENTY-FIRST CENTURY SAILOR OFFICE (N17).
2. N17 IS A NEW DIRECTORATE RESPONSIBLE FOR THE INTEGRATION OF THE NAVY'S OBJECTIVES FOR SAILOR PERSONAL AND FAMILY READINESS, PHYSICAL READINESS, SUBSTANCE ABUSE PREVENTION, SUICIDE PREVENTION, SAPR, EQUAL OPPORTUNITY, AND HAZING PREVENTION POLICY. RDML TED CARTER HAS ASSUMED THE DUTIES AS DIRECTOR, N17 EFFECTIVE 1 JUNE 2013.

So, - we have let N1 take ownership of the brand, "21st Century Sailor." As a result, what image now brings to mind is someone whose family life is a mess, is out of shape, and is a suicidal, substance abusing racist who is inclined to sexually assault someone while hazing them.

Yep, great messaging.

RDML Carter - one of the last Phantom Phlyers in our Navy with 6,150 flight hours deserves a much better job. I wish you a short cycle on this set of orders - Lord knows I wouldn't wish this job on anyone. Good luck Shipmate.

Folks, here is the whole message. Bask in it.

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R 041113Z JUN 13
FM CNO WASHINGTON DC
TO NAVADMIN
INFO ZEN/CNO WASHINGTON DC
BT
UNCLAS
QQQQ
SUBJ: ESTABLISHMENT OF NAVYS TWENTY-FIRST CENTURY SAILOR OFFICE (OPNA V N17) UNCLASSIFIED/ FM CNO WASHINGTON DC//N09// TO NAVADMIN INFO CNO WASHINGTON DC//N09// UNCLAS NAVADMIN 153/13 MSGID/GENADMIN/CNO WASHINGTON DC/N09/JUN// SUBJ/ESTABLISHMENT OF NAVY'S TWENTY-FIRST CENTURY SAILOR OFFICE (OPNAV N17)// REF/A/DOC/OPNAV/APR 2013// AMPN/REF A IS TASK FORCE RESILIENT FINAL REPORT// PAGE 02 RUEOMFL2573 UNCLAS POC/[redacted], TOM/OPNAV/N17D/TEL: (703)604-[redacted]/DSN: 664 OR EMAIL:
THOMAS.[redacted](AT)NAVY.MIL//
RMKS/1. THIS NAVADMIN ANNOUNCES THE ESTABLISHMENT OF NAVY'S TWENTY-FIRST CENTURY SAILOR OFFICE (N17).
2. N17 IS A NEW DIRECTORATE RESPONSIBLE FOR THE INTEGRATION OF THE NAVY'S OBJECTIVES FOR SAILOR PERSONAL AND FAMILY READINESS, PHYSICAL READINESS, SUBSTANCE ABUSE PREVENTION, SUICIDE PREVENTION, SAPR, EQUAL OPPORTUNITY, AND HAZING PREVENTION POLICY. RDML TED CARTER HAS ASSUMED THE DUTIES AS DIRECTOR, N17 EFFECTIVE 1 JUNE 2013.
3. SPECIFICS. N17 WILL INITIALLY INCLUDE THE FOLLOWING BRANCHES:
A. TOTAL SAILOR FITNESS BRANCH (N170). N170, PREVIOUSLY N135F, WILL MANAGE THE POLICIES THAT BUILD AND SUSTAIN RESILIENCE IN THE FORCE. N170 WILL BE COMPRISED OF: NAVY ALCOHOL AND DRUG ABUSE PROGRAM (NADAP) (N170A); PHYSICAL READINESS (N170B); AND FAMILY READINESS (E.G., COMMUNITY SUPPORT, FAMILY ADVOCACY, EXCEPTIONAL FAMILY MEMBER, AND RETIRED AFFAIRS POLICIES) (N170C).
B. SUICIDE PREVENTION BRANCH (N171). N171, PREVIOUSLY N135H, WILL MANAGE POLICY AND PROGRAMS ENCOMPASSING SUICIDE PREVENTION AND RESILIENCE INITIATIVES. N171 WILL ALSO INVESTIGATE EVENTS, COLLECT DATA, AND PROVIDE LESSONS LEARNED AND RECOMMENDATIONS TO INFORM NAVY PAGE 03 RUEOMFL2573 UNCLAS SUICIDE PREVENTION EFFORTS.
C. SEXUAL ASSAULT PREVENTION AND RESPONSE (SAPR) BRANCH (N172). N172, PREVIOUSLY N135S, WILL MANAGE POLICY TO PREVENT AND RESPOND TO SEXUAL ASSAULTS. N172 WILL COORDINATE SAPR INITIATIVES WITH NAVY STAKEHOLDERS ON BEHALF OF N1, NAVY'S SAPR EXECUTIVE AGENT.
D. SEXUAL HARASSMENT PREVENTION AND EQUAL OPPORTUNITY BRANCH (N173).
N173, PREVIOUSLY UNDER N134, WILL MANAGE POLICY FOR PROGRAMS TO PREVENT SEXUAL HARASSMENT (N173A) AND PROMOTE EQUAL OPPORTUNITY (N173B). SAPR AND SEXUAL HARASSMENT WILL BE MORE CLOSELY ALIGNED TO ENHANCE COOPERATIVE EFFORTS AND INTEGRATION OF THESE PROGRAMS TO PROMOTE A POSITIVE COMMAND CLIMATE.
E. HAZING PREVENTION BRANCH (N174). N174, PREVIOUSLY N137, WILL TRANSITION TO N17 AS THE LEAD FOR NAVY HAZING POLICY AND TRACKING OF CASES.
4. CASUALTY, MORTUARY AND PRISONER OF WAR/MISSING IN ACTION
(POW/MIA) PROGRAMS, PREVIOUSLY N135C, ARE REALIGNED UNDER COMMANDER, NAVY PERSONNEL COMMAND (PERS-1).
5. THE REALIGNMENT BEGINS IN JUNE 2013 AND WILL BE COMPLETED PRIOR TO JANUARY 2014 TO IMPLEMENT RECOMMENDATIONS OF REFERENCE (A).
6. ESTABLISHMENT OF THE N17 ORGANIZATION WILL PROVIDE FOR MORE COORDINATED AND STREAMLINED EFFORTS IN SAILOR RESILIENCY AND READINESS PROGRAMS TO SUPPORT THE MEN AND WOMEN OF OUR NAVY.
7. VICE CHIEF SENDS.//
BT



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As a final note - it is still lame to have to "INFO ZEN/CNO WASHINGTON DC" yourself.

Hat tip "E."