The British government has sought to promote Britishness with the inaugural Veterans' Day (now called Armed Forces Day), first held on 27 June 2006. As well as celebrating the achievements of members of the armed forces, at the first event for the celebration Brown said: Scots and people from the rest of the UK share the purpose —that Britain has something to say to the rest of the world about the values of freedom, democracy, and the dignity of the people that you stand up for. So at a time when people can talk about football and devolution and money, it is important that we also remember the values that we share in common.