Since 2009 Armed Forces Day celebrations have taken place in June across the UK. Each year a different city hosts the national event. Local authorities play a primary role in organising and funding these events. Schools and community organisations are encouraged to take part.
Outreach events are one part of a concerted effort to build public support for the military. The civil-military partnerships created under the Armed Forces Covenant are another. Many public authorities and organisations have now pledged to encourage public support of the military.
Recruitment stalls with military vehicles or weapons are common in local public spaces. Major events such as the 2012 Olympics and too-level football matches increasingly have an armed forces presence.