British Army appeals to MILLENIALS and SNOWFLAKES in freakish recruitment campaign

Elias Hubbard
January 3, 2019

The creative suggests that attributes perceived as a weakness or flaw in young people are seen as a strength by army recruiters.

The campaign has been created to show the Army looks beyond young stereotypes and "sees people differently" and recognises their "need for a bigger sense of purpose", according to British Army Major General Paul Nanson.

The MoD said the posters form part of a recruitment drive to woo Generation Z youngsters and "look beyond stereotypes".

They are told "your army needs you" in a design that riffs on the First World War recruitment posters in which Lord Kitchener, the war minister, pointed at the observer while the banner read, "your country..." These are named as their self-belief, spirit, drive, focus, compassion and confidence. These would-be recruits are first shown at home or work, with others calling out their stereotypes, before the scene suddenly changes and shows them in the army roles, ranging from soldiers assisting on humanitarian missions in war-torn villages to providing support on a hurricane relief effort.

"Me-me-me millennials, your army needs your self-belief", and "snowflakes, your army needs your compassion", are some of the slogans featured on the posters. After telling soldiers it was all right to cry, the Army is now seeking recruits from the snowflake generation.

What may be seen as weaknesses may be seen as strengths by the Army, according to Maj Gen Nanson.

United Kingdom defence secretary Gavin Williamson described the campaign as "a powerful call to action" that appealed to those seeking to make a difference as part of an innovative and inclusive team.

The campaign's television ads show young people being undervalued in their jobs, and claims the army is looking for such people as it recognises their potential.

Outsourcing firm Capita was given the £495m contract for army recruitment in 2012 but has failed to recruit the number of soldiers needed every year since.

In June 2018, it used social media to target "stressed and vulnerable" 16-year-olds facing exam results with a campaign that said the army was open to those who didn't get good results. The company has since upped its contract to £677 million, but remains short of its 2020 target of 82,500 fully trained troops and 30,000 reserves, with just 77,000 troops.

A report by the National Audit Office in December said that some 47% of applicants chose to drop out of the process during 2017/18, many because it was taking up to 321 days to move between applying and starting basic training.

Other reports by Click Lancashire

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