We loved to hate about the younger generation. Enlarge. The Army is hailing its latest recruitment campaign a “resounding success" after applications to join doubled in the first month. Get your need-to-know The UK army has been heavily criticised for a new recruitment campaign targeted at millennials. The British Army has raised eyebrows with its new recruitment campaign, targeting "snowflakes," "phone zombies," and "selfie addicts", among other stereotypical images of millennials. “Snowflakes, your army needs you and your compassion,” said one advert. Firstly, the advert is clearly saying that the army doesn’t see you the same way other hierarchical baby boomer lead institutions do. Young people identify as all sorts of things nowadays, but no one identifies as a snowflake.” 3 He said he had no idea his image would be used in the drive targeting Generation Z that stated: ‘snowflakes – the army needs you and your compassion.’, To view this video please enable JavaScript, and consider upgrading to a web Army targets snowflakes, selfie addicts and phone zombies in recruitment push. Posted 7 Jan January 2019 Mon Monday 7 Jan January 2019 at 3:00am , … The brief said that digital advertisements should be targeted at 16 to 24 year-olds from a ‘C2DE’ socio-economic background. He passed out of the Army’s Infantry Training Centre at Catterick, North Yorkshire, in 2017 and has performed public duties with the Scots Guards in London and Edinburgh. Karmarama's ad campaign for the UK Army has been met with online derision - but there's more to the promos than meets the eye. The British Army is promoting posters and television adverts aimed at the younger generation in a new recruitment drive. The British army has been struggling to attract new recruits in recent years. By Russell Parsons 20 Jan 2020 The soldier, based at Wellington Barracks in London, spoke about the £1.5million promotional push in a discussion with fellow squaddies online, according to the Mail on Sunday. Other names include “Class Clowns” and “Phone Zombies.” It’s a clever twist to gain attention, at a time when the British Army is struggling to recruit new soldiers. The message is clear “compassion does not make you a snowflake”, a “selfie doesn’t mean you’re self-obsessed”, and most importantly “we need and appreciate you.” The Army calls out binge gamers, class clowns, phone zombies and snowflakes in a twist to Lord Kitchener’s famous ‘Your Country Needs You’ slogan. The Army has unveiled its latest recruitment campaign - with posters targeting "snowflakes", "millennials" and "selfie addicts". Snowflakes: Your army needs you and your compassion. “Snowflakes, your army needs you and your compassion,” said one advert. The new recruitment advertising campaign, titled ‘Your Army Needs You’, launches on January 3 with a series of adverts on TV and the internet as well as billboard posters. He said he was bombarded with sarcastic messages from colleagues and has accused the army of leaving him open to ridicule by placing his face alongside the derogatory term snowflake which is used to describe someone being over-emotional, easily offended or unable to deal with opposing opinions. The Army has around 78,000 troops, its smallest number since the Crimean War more than 150 years ago. The Your Army Needs You campaign suggests the potentially overlooked raw skills of people like gamers and daydreamers could be seen as a strength by the Army. They're digging negative stereotypes about millennial then turning them into a strong point these army. This is belonging" advert. Transcript for UK army releases 'snowflake' ad for millennials I'd oversees The British Army is looking to boost its ranks by seeking the very qualities that. After telling soldiers it was all right to cry, the Army is now seeking recruits from the snowflake generation. Other names include “Class Clowns” and “Phone Zombies.” It’s a clever twist to gain attention, at a time when the British Army is struggling to recruit new soldiers. However, the refreshed prints target the younger generation of ‘Millennials’ and ‘Generation Z’, including “snowflakes”, “phone zombies” and “selfie addicts”. The campaign is a bid to attract young people to join the UK forces by claiming the army is looking for special skills in order to convince young people that their snowflake attitudes, obsession with their phones, and passion for video games make them right for a career in combat. But if early responses are anything to go by, their latest adverts are unlikely to help. We loved to hate about the younger generation. The British Army has raised eyebrows with its new recruitment campaign, targeting "snowflakes," "phone zombies," and "selfie addicts", among other stereotypical images of millennials. 34. For its 2019 recruitment campaign, "Your Army Needs You," the army is seeking recruits from the "snowflake generation." Raging veterans have demanded an apology for a Scots Guardsman who says he was branded a “snowflake” by the Army in a recruitment ad. As it struggles to recruit soldiers, the army seeks Generation Z youngsters who may not have considered themselves army material. 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