British Army snow flakes And ‘Phone Zombies’ In New Campaign.

The British Army has started its recruitment for 2019 and it seems ‘being the best’ has fallen out of favour – it’s all about ‘being yourself’ as a new campaign targets the youngsters of Generation Z.

This time round, the army has aimed its posters squarely at a culture of ‘snowflakes, selfie addicts, class clowns, phone zombies, and me, me, millennials’ in hopes of recruiting a new type of soldier

Many people on social media are questioning the decision to go down this route, accusing the army of being ‘out of touch’ and ‘patronising’ the 16-25 age group – aka Generation Z, meaning people born between 1995 and 2015 rather than millennials, who should all be just past or hurtling towards 30 by now – with the use of words like ‘snowflakes’ and ‘phone zombies’.

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But the campaign states that the army could use the ‘compassion’ of ‘snowflakes’, the ‘self-belief’ of ‘millennials’, the ‘drive’ of ‘binge gamers’, the ‘confidence’ of ‘selfie takers’, and the ‘focus’ of ‘phone zombies’.

So rather than using the terms as insults towards the young generation, it seems the army is trying to focus on their positives – well, kind of.

At the same time, it seems the army has drawn on the nostalgia caused by the recent centennial of the end of the Great War, with the images echoing the famous ‘Lord Kitchener wants you’ posters of 1914.

There are also three television adverts – in one a youngster is seen playing video games, annoying his family in the process, but the army says this interest, concentration and drive can be harnessed in an army career.

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The whole message is a pretty strong one – something once described as a weakness could be a strength in the British Army.

Major General Paul Nanson, the head of Army Recruiting 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.

“We understand the drive they have to succeed and recognise their need for a bigger sense of purpose in a job where they can do something meaningful.”

But do the public think it’s the best strategy to recruit youngsters? People have had some pretty mixed reactions on social media.

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One person tweeted: “Quite different from the days of ‘Join the Army so we can sort you out, couch potato scum’.”

Another said: “Absolutely terrible, can’t believe this, it’s so embarrassing.”

A third posted: “When I first heard, I felt a little insulted. After seeing them, they’re surprisingly sweet.”

And one person just went straight to the point: “Got to be a joke right?”

Well, apparently not. And it’s not the first time the army has changed things around a bit – over the past few years the army has introduced various campaigns in order to be more inclusive and open to a wider range of people. So will this new strategy work? Guess we’ll have to wait and see.


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