In the year to 1 October 2018, 12,130 passed basic training but 14,760 left the army. STOCK IMAGE: British troops and vehicles. 74. By Lewis Dormer 12 May, 2019. The UK army has been heavily criticised for a new recruitment campaign targeted at millennials. Its new poster campaign appeals to computer game geeks and selfie addicts. Stay signed in. The British Army has raised eyebrows with its new recruitment campaign, targeting "snowflakes," "phone zombies," and "selfie addicts", among other stereotypical images of millennials. Due to the sheer scale of this comment community, we are not able to give each post the same level of attention, but we have preserved this area in the interests of open debate. Henry Jones-May 24, 2019. The Record's story on an Army 'snowflake' ad featuring the face of a Scots Guardsman (Image: Daily Record) Read More Related Articles. Sign in to continue. A controversial Army recruitment campaign aimed at 'snowflakes' was the most successful in a decade, it has been revealed. The British Army has rolled out a new recruitment campaign, and eyes are all rolling on social media about various posters asking for 'snowflakes', 'binge gamers' and 'selfie addicts' to consider signing up to the military. Campaign of the week: Gamble pays off for the British Army’s snowflake recruitment campaign. Posters pay tribute to the famous Lord Kitchener “your country needs you” First World War recruitment campaign, while TV adverts target those unhappy in their work. The campaign divided commentators and controversy has been fueled by soldier Stephen McWhirter (whose face is visible on the 'Snowflake' poster) after he … The army designed the campaign to show that it looks beyond stereotypes and “sees people differently”, and recognises their “need for a bigger sense of purpose”, according to Maj Gen Paul Nanson. The army’s new campaign targets 16-to-25-year-old “snowflake millennials” who feel they need a “bigger The British Army has unveiled its latest recruitment campaign after struggling to get new recruits through the door last year. Poster for the army recruitment campaign. Want an ad-free experience?Subscribe to Independent Premium. British Army recruitment: Your army needs you and your stamina. The British Army has raised eyebrows with its new recruitment campaign, targeting "snowflakes," "phone zombies," and "selfie addicts", among other stereotypical images of millennials. US and Asia subscriptions@prweek.com +001 (800) 558-1708 . Trouble signing in? The Commons defence committee was told in October that the army had 77,000 fully trained troops compared with a target of 82,500. The British Army's new recruitment adverts emphasise tolerance and inclusion rather than heroism, adventure and military hardware as usual. Pinterest. The army has previously been accused of bowing to “political correctness” after it launched a campaign to recruit more people from a diversity of genders, sexualities, ethnicities and faiths. A Scots Guardsman who reportedly threatened to quit the Army in protest over the use of his image for the 'snowflake' advert was consulted on the poster, the Ministry of Defence has claimed. The campaign, featuring posters and TV ads titled Your Army Needs You, suggests that what is seen as a weakness or a character flaw by the rest of society can be seen as a strength by the army. “That’s just what we need,” a female soldier running between vehicles shouts. Nanson said: “The army sees people differently and we are proud to look beyond the stereotypes and spot the potential in young people, from compassion to self-belief.”. The ads were the centre of a lot of controversy, it received a lot of backlash from people. A helicopter buzzes overhead as people on stretchers are evacuated. But according to reports from the Drum, despite the some of the backlash the British Army “Snowflake… It allows our most engaged readers to debate the big issues, share their own experiences, discuss real-world solutions, and more. New army advertising campaign targets ‘binge gamers’ and ‘me me me millennials’ Defence Secretary Gavin Williamson said: "People are fundamental to the Army. 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. By. As the Army tries to recruit "snowflake millennials", how does it compare with previous campaigns? Leave a comment Cancel reply. Despite those numbers, the Telegraph reports only one army soldier has been killed in the past two years, and just 64 have died while in service since 2003. British Army's new recruitment drive targets 'me me me millennials, phone zombies and selfie addicts' in bid to make up falling soldier numbers The ads called on “Snowflakes” “me, me, me millennials” and “selfie addicts” to join their ranks. ... British Army; More on this story. The scene cuts to the son working in a warzone. Home Land 14,000 apply to join British Army after new adverts. British army battles for the hearts of snowflakes and bloggers to fill jobs gap in 2020 2 Jan, 2020 11:30 ... Army's advert targets young adults who want 'Love Island-style' bodies https: ... Let’s hope every army-worthy snowflake’s dry January and radical new diets for 2020 are doing well. Fall in, you ’orrible little snowflakes! Campaign of the Week . The recruitment campaign comes as the army failed to meet recruitment targets as it “underestimated the complexity of what it was trying to achieve” when it embarked on a project with outsourcing giant Capita, according to a National Audit Office report in December. Other names include “Class Clowns” and “Phone Zombies.” It’s a clever twist to gain attention, at a time when the British Army is … The British Army's new 2019 recruitment campaign is targeting snowflake millennials, binge gamers, and selfie addicts and the armed forces continue their drive to attract recruits from unconventional parts of society. The posters riff off the iconic WWI army ads, but now feature "snowflakes", "selfie addicts", "binge gamers" and "me me me millennials". For its 2019 recruitment campaign, "Your Army Needs You," the army is seeking recruits from the "snowflake generation." One poster reads: “Snowflakes, your army needs you and your compassion”. “Can’t get him off that thing. Crooks nab … British Army recruitment: Your army needs you and your stamina, Recruitment drive targeted ‘snowflakes, phone zombies, binge gamers, selfie addicts, and me, me, millennials’, Army recruitment posters target millenials, {{#verifyErrors}} {{message}} {{/verifyErrors}} {{^verifyErrors}} {{message}} {{/verifyErrors}}, Army applications 'almost double after snowflake millennial ads', The British army needs the ‘snowflake generation’. In the first three weeks of January, applications to join the army rose to 9,700, which is a five-year high, according to the newspaper. The camera then focuses on the gamer’s eyes as the advert ends with a throbbing bass synth sound. Furious veterans demand apology for Scottish soldier used in 'snowflake' Army advert. ... New ad campaign from British Army targeting gaming addicts “me me me millennials”, “snowflakes” & “selfie addicts” of Gen Z launches this month. 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