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03rd Jan 2019

British Army heavily under criticism as new recruitment targets ‘snowflakes’ and ‘selfie addicts’

Amy Nolan

People are NOT happy.

The British Army has come under heavy criticism for their new recruitment drive.

Based on the historic “Your Country Needs You” First World War poster featuring Lord Kitchener, the new billboards call out to “Me Me Me Millennials”, “Class Clowns”, “Binge Gamers”, “Phone Zombies”, “Snowflakes” and “Selfie Addicts”.

People took to Twitter to convey their outrage, commenting “how we have fallen” and an “awful campaign”. Others tweeted things like:

The Army has said the intent behind the campaign is that:

“The Army spots potential. Even if others don’t.”

The new marketing is pitched towards the Generation Z youngsters, the nickname of the generation who were born approximately between 1995 and 2015, as 16 to 25-year-olds are a key recruitment range.

The Daily Star quoted Maj Gen Nanson who 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.”