Furious veterans demand apology for Scottish soldier used in 'snowflake' Army advert. The Army has unveiled its latest recruitment campaign - with posters targeting "snowflakes", "millennials" and "selfie addicts". He reportedly told friends he agreed his photo could be used by the MoD, but that the word "snowflakes" was never mentioned. 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 … 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. Firstly, the advert is clearly saying that the army doesn’t see you the same way other hierarchical baby boomer lead institutions do. As of April 2019, there are just 75,070 full-time trained personnel, well below the 82,000 target intended to be achieved by 2020. Guardsman Stephen McWhirter, 28, appears in an advert reminiscent of Lord Kitchener's "your country needs you" campaign, alongside the words: "Snowflakes your army needs you and your compassion". 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.” Army 'snowflake' recruitment campaign mocked on Twitter. Conservative politicians have defended the Army’s latest recruitment drive following backlash over new adverts which call on "snowflakes" and "selfie-addicts" to sign up. But how does it compare with previous recruitment drives? Other ads say the army needs “Snowflakes” for their compassion, “Selfie Addicts” for their confidence, and “Binge Gamers” for their drive. Stephen McWhirter says he will quit Army after his picture was used in the campaign poster. Army launches new ads aimed at ‘compassionate’ snowflakes and ‘selfie addicts’ with self-belief ... snowflakes and selfie addicts. The snowflake campaign identified its target audience just like the original, but it was tailored instead to specifically catch the eyes of today’s disenfranchised youth. The Army has around 78,000 troops, its smallest number since the Crimean War more than 150 years ago. The Army is launching a new campaign that shines a light on the role it has played supporting the NHS during the Covid-19 pandemic, as it looks to show the breadth and relevance of an army career. Responses include jokes about millennial tropes such as avocado toast. The Army is hailing its latest recruitment campaign a “resounding success" after applications to join doubled in the first month. Guardsman Stephen McWhirter, 28, appears on a poster reminiscent of Lord Kitchener's "your country needs you" campaign, alongside the words: "Snowflakes your army needs you and your compassion". Snowflakes is a derogatory term used to describe people who are over-sensitive, easily offended and unable to deal with opposing opinions. I used to work as a civilian contractor on an army training camp, and this is probably a better advert for joining up than any of the official ones. The British Army has raised eyebrows with its new recruitment campaign, targeting "snowflakes," "phone zombies," and "selfie addicts", among other stereotypical images of millennials. Despite the influx in applications to join, the Army remains critically below its personnel target. The brief said that digital advertisements should be targeted at 16 to 24 year-olds from a ‘C2DE’ socio-economic background. The ad, created by Karmarama, starts out in 1854 when Florence Nightingale was … The series of posters, TV adverts and radio spots were designed to show the army looks beyond stereotypes and sees “snowflake” compassion and “phone zombie” focus as strengths. The ‘Snowflake generation’ recruitment adverts have seen the number of applications to join the Army almost double, the Ministry of Defence (MoD) has revealed. This is one of several new recruitment ads the British Army rolled out on Thursday, portraying the derogatory labels applied to young people as strengths. Army targets snowflakes, selfie addicts and phone zombies in recruitment push. It is the third campaign of the 'This is Belonging' series, showing the essential skills needed in Army recruits, such as compassion, self-belief and focus. 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. “Snowflakes, your army needs you and your compassion,” said one advert. However, some people were quick to point out that young people generally don’t like being called by the insults older people use to mock them. Despite there being some questions around the success of the 1914 poster, the impact of the most recent version appears less in doubt. C2DE is a marketing term for households where the main income earner is a manual worker, casual worker, pensioner or unemployed. Army's advert targets young adults who want 'Love Island-style' bodies January 2, 2020 ‘Snowflake’ army ads were the most successful in a decade, top brass reveal as they now try to win recruits with the promise of a Love Island body. The intake for the army, for the most part, is 16-18 year olds with very little other prospects. The British Army has faced a slew of criticism after it unveiled a new advertising campaign aimed at a generation of 'gamers and selfie takers'. Posted 7 Jan January 2019 Mon Monday 7 Jan January 2019 at 3:00am , … ... according to the advert. 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