This chapter provides a holistic overview of the Canadian Department of National Defense and Canadian Armed Forces’ public affairs publicity and recruitment practices in the twenty-first century. Giving a snapshot of the government offices, policies and personnel responsible for promoting military service to the public, it highlights some of the most significant paid and unpaid publicity events and recruitment campaigns they organised and promoted across a wide variety of media forms, including pop culture, news, television advertisements, and social media platforms. It also considers the role Canadian military promotion and recruitment play in militarising Canadian media and culture, constructing Canadian national identity, selling military service, and bringing about a collaborative relationship between the Canadian military and US social media platforms.