"Soldiers want to be understood and they want to be respected for their commitment. When a young soldier has been fighting in Basra or Helmand, he wants to know that the people in their local pub know and understand what he has been doing and why.
"In America, appreciation for the armed forces is outstanding and, frankly, I would like to be able to mirror some of that here. In the States, many companies offer military discounts for serving soldiers, sports teams give out free tickets, people in the street shake the hand of men in uniform. In Canada the route along which the bodies of servicemen killed in action are brought home has been titled the "Highway of Heroes”.
"Flip the coin and contrast that to the UK where – despite many public campaigns – we still have people objecting to a home for our wounded soldiers families, we still have a Nation that at time seems immune to homeless and psychologically damaged soldiers.
"One wonders how many people have given to Service Charities this year? And how many companies have offered discounts to soldiers? Yes, some football teams give tickets to their local Battalions and Regiments, but how many councils have written to their local Battalions to ask when they are coming back from Iraq and whether they can give them a homecoming parade? The answer, I fear, is not high – and I know that the Army is enormously grateful to those who do help.
"The retort of some may be that such matters are the responsibility of the public purse – and in part they are. But this is not the British way. For centuries, the private and voluntary sectors have been fundamental in supporting our forces – one need only look to the Royal Hospital Chelsea, or the Erskine Hospitals in Scotland, the Royal British Legion, SSAFA or the Army Benevolent Fund for examples. And a new opportunity inviting "Help for Heroes” will be launched soon.
"But as our operational commitments have become more intense, so has the need for support from the Nation. We must move from being a society that uses the military as a political and media football and more towards seeing the military for what it is: the instrument of foreign policy conducted by a democratically elected Government acting in the name of the people."