As the Army tries to recruit 'snowflake millennials', how does it compare to previous campaigns? Period. Fall in, you ’orrible little snowflakes! Brexit deal: what has been agreed, and what happens next? Marc A. Thiessen On 9/25/17 at 1:40 PM EDT . Gavin Williamson, the Defence Secretary, said: “People are fundamental to the Army. This had never been seen before in society or in the business world. Potential recruits are shown at home or work, with others calling out their stereotypes, before the scene changes to depict them in the Army performing roles where their potential is recognised. This video content is no longer available, To watch The Telegraph's latest video content please visit, You need to be a subscriber to join the conversation. Artists impression of how the Kitchener-style posters will look in public spaces. The Army raised eyebrows with its recruitment campaign at the start of the year, which used stereotypical images of millennials, including "snowflake", and "selfie addicts", on its posters. The British Army implemented a controversial new recruitment drive targeting "snowflake" and "bing gamer" members of the millennial and Generation Z age groups. Follow. “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.”. The British Army even used the name recently to address young people in a recruitment campaign. The new ads appear to attempt to engage millennials by connecting the stereotype of the screen-addicted generation with desirable skills. Reportedly the Defence Secretary had stepped in to demand the slogan be retained. LONDON — "Snowflakes," "phone zombies," "binge gamers" and "me me me millennials" are the focus of the British army's latest recruitment campaign. Generation Snowflake is a term used to describe Millennials who exemplify a specific set of traits that set them apart as “snowflakes.” This term was first featured as slang in the 1996 novel Fight Club authored by Chuck Palahniuk. The three adverts tell the stories of individuals whose perceived weaknesses are seen as strengths by the Army. Fall in, you ’orrible little snowflakes! 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 … Despite aiming to "look beyond the stereotypes" and highlight qualities such as confidence, drive, and compassion, the campaign… RT's Anastasia Churkina reports on the British Army recruitment posters which are encouraging millennials and 'snowflakes' to sign up. That's a compliment too. Read more: BBC News (UK) » Joe Biden tells supporters 'nothing's going to stop us' President-elect Biden said his transition to the White House is 'well under way' in preparation for taking power on 20 January. New army advertising campaign targets ‘binge gamers’ and ‘me me me millennials’ Force says it sees ‘beyond stereotypes’ as it moves to plug recruitment shortfall The U.K. has the fifth-largest defense budget in the world, according to a 2015 report by the British government, following the United States, China, Saudi Arabia and Russia. Even if others don't.". S e a r c h. R e l a t e d A r t i c l e s S o m e t h i n g D i f f e r e n t. Search Menu Social. 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. Share: Twitter Facebook Pinterest Email. The Army is targeting 'snowflakes', 'selfie addicts', 'binge gamers' and 'phone zombies in its latest recruitment campaign aimed at millennials. MoD issues defence after 'Snowflake' army ad soldier threatens to quit over backlash By Rebecca Stewart - 07 January 2019 11:48am Last week, the British Army… “It shows that time spent in the Army equips people with skills for life and provides comradeship, adventure and opportunity like no other job does.”, “Now all jobs in the Army are open to men and women. Donald Trump pardons ex-campaign chairman Paul Manafort and Charles Kushner, father of son-in-law, As it happened: Day of crunch talks brings Britain and EU to brink of historic deal, Sir Keir Starmer to urge his shadow cabinet to back a Brexit trade deal, Sussexes' Christmas card features tree decorated by Archie, 'Deepfake' Queen's Speech: Channel 4 criticised for 'disrespectful' Christmas message, Boris Johnson poised to seal Brexit trade deal, A celebrity-filled performance of ‘Twas the Night Before Christmas from Prince Charles and friends. 2 1 Sexton Blake War Hero. The ad campaign highlights that the U.K. military spots potential "even if others don't.". The posters riff off the iconic WWI army ads, but now feature “snowflakes”, “selfie addicts”, “binge gamers” and “me me me millennials”. Katie Mettler. BRANDOLINI'S LAW law holds that "the amount of energy needed to refute bullshit is an order of magnitude bigger than to produce it". Gaming and selfie addicts are said to have admirable levels of drive and confidence and a woman described as a ‘me me me millennial’ is celebrated for her self-belief. All in all, you're just another brick in the wall. According to the most recent government statistics the Army numbered 79,640 soldiers, out of a requirement for 83,500. SHARE THIS. The posters generated debate on Twitter with some saying the campaign reflected incredible desperation on the army's part to recruit with others questioning the caliber of "snowflakes" to serve. Snowflakes, Me Me Me Millennials + Phone Zombies—the British Army Wants You. 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. 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