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British Army targets ‘snowflakes, binge gamers and me, me, me millennials’ in new recruitment campaign

By on Friday, January 4, 2019

New British Army recruitment effort shows how stereotypes of young people are in fact assets in the army.

The ads, by Karmarama, continue the “This is belonging” campaign by showing how the Army sees potential in young people, despite the labels or criticism directed at them. With 72% of 16- to 25-year-olds looking for a job with purpose, according to a LinkedIn survey, the organisation claims that new recruits will have a chance to be part of a community of meaningful workers.

The posters, mirroring the style of the famous World War One recruitment ads featuring Lord Kitchener, use critical phrases such as ‘Snowflakes’ and ‘Phone zombies’ to highlight the qualities needed by the Army.

Each print tells the story of an individual whose perceived weaknesses can become strength, a binge gamer with stamina and drive or a Snowflake with a compassionate heart.

The defence secretary, Gavin Williamson, described the campaign as “a powerful call to action that appeals to those seeking to make a difference as part of an innovative and inclusive team”.

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