After telling soldiers it was all right to cry, the Army is now seeking recruits from the snowflake generation. As it struggles to recruit soldiers, the army seeks Generation Z youngsters who may not have considered themselves army material. 34. T he ‘Snowflake generation’ recruitment adverts have seen the number of applications to join the Army almost double, the Ministry of Defence (MoD) has revealed.. Tory MP James Cleverly wrote on Twitter: ‘People criticising the British Army’s new snowflake recruitment campaign are missing the point. 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. Mr McWhirter, who joined the Army in 2016 and has protected the Queen at Buckingham Palace, said he will resign at the ‘earliest opportunity’. Posted 7 Jan January 2019 Mon Monday 7 Jan January 2019 at 3:00am , … Army 'snowflake' recruitment campaign mocked on Twitter. The brief said that digital advertisements should be targeted at 16 to 24 year-olds from a ‘C2DE’ socio-economic background. But if early responses are anything to go by, their latest adverts are unlikely to help. The British Army is promoting posters and television adverts aimed at the younger generation in a new recruitment drive. Raging veterans have demanded an apology for a Scots Guardsman who says he was branded a “snowflake” by the Army in a recruitment ad. The new recruitment advertising campaign, titled ‘Your Army Needs You’, launches on January 3 with a series of adverts on TV and the internet as well as billboard posters. browser that We loved to hate about the younger generation. 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.” In October, reports showed they were more than 5,000 short of their target of 82,500 full-trained troops. Raging veterans have demanded an apology for a Scots Guardsman who says he was branded a “snowflake” by the Army in a recruitment ad. It’s been criticised since its release last week, causing politicians to step in to defend it. The latest campaign adverts tell the stories of individuals whose perceived weaknesses are seen as strengths by the Army. Despite aiming to "look beyond the stereotypes" and highlight qualities such as confidence, drive, and compassion, the campaign… The Army has around 78,000 troops, its smallest number since the Crimean War more than 150 years ago. UK army seeks 'snowflakes' and 'selfie addicts' in recruitment ads. The British Army has raised eyebrows with its new recruitment campaign, targeting "snowflakes," "phone zombies," and "selfie addicts", among other stereotypical images of millennials. Snowflakes: Your army needs you and your compassion. Other ads say the army needs “Snowflakes” for their compassion, “Selfie Addicts” for their confidence, and “Binge Gamers” for their drive. The new campaign was launched on 13 January 2019, and was heavily criticisedat the time. A new recruiting campaign rolled out closer seeking snowflakes. There can be few more thankless tasks in British advertising than coming up with a new advert for the British armed forces. Gamer or selfie addict? Nick Terry who works for Capita, developed the ‘Army Confidence Lasts A Lifetime’ recruitment campaign and said the creatives devised the ad for young people who normally wouldn’t “see the army as their first port of call.”. By Russell Parsons 20 Jan 2020 How the British Army’s ‘Snowflakes’ campaign achieved more with less The campaign’s use of contemporary descriptors was meant to spark a debate and coverage beyond the ads and force a reappraisal of the career options the Army offers. The new campaign was launched on 13 January 2019, and was heavily criticisedat the time. We loved to hate about the younger generation. Under the terms of his employment the soldier will be able to hand in his notice to top brass in five months. It then turns those recruits into world-class soldiers.’. What that means you know. The army’s new campaign targets 16-to-25-year-old “snowflake millennials” who feel they need a “bigger Posted by 1 year ago. The press coverage, however, amplified the media spend and helped achieve the campaign’s ultimate objective – driving up recruitment numbers at a lower cost than in previous years. The ‘Snowflake generation’ recruitment adverts have seen the number of applications to join the Army almost double, the Ministry of Defence (MoD) has revealed. Snowflakes is a derogatory term used to describe people who are over-sensitive, easily offended and unable to deal with opposing opinions. Enlarge. Within the advert, potential recruits are shown at home or work, with others calling out their stereotypes. No matter what you do, you're going to get a load of stick. Army targets snowflakes, selfie addicts and phone zombies in recruitment push. It's like Oscar bait sharing space with a BBC Three comedy, but in tandem they make a decent pairing - like a Mondo print for a particularly good indie dramedy. However, the refreshed prints target the younger generation of ‘Millennials’ and ‘Generation Z’, including “snowflakes”, “phone zombies” and “selfie addicts”. Now Playing: Volunteers deliver foods to stranded truckers, Now Playing: Turkish police seize drugs in Maradona portraits, Now Playing: Family speaks out after US teen jailed for violating COVID-19 rules, Now Playing: ABC News Live Prime: Tuesday, December 22, 2020, Now Playing: NBA hopeful meets NBA champion from his home town in Cameroon, Now Playing: No evidence UK variant causes more severe illness or increased risk of death: CDC, Now Playing: President-elect Joe Biden delivers holiday end-of-year remarks, Now Playing: Drone captures Christmas village in China, Now Playing: Drone footage shows sunrise in Sydney, Now Playing: New concerns over COVID-19 variant detected in the UK, Now Playing: ABC News Live Update: Over 40 countries ban UK travel due to COVID-19 variant, Now Playing: American teen heads to court for allegedly disobeying COVID-19 rules, Now Playing: Major airlines to require COVID-19 testing on UK flights, Now Playing: The Rundown: Top headlines today: Dec. 21, 2020, Now Playing: Britain in lockdown, travel bans after COVID-19 mutation, Now Playing: Panda attacks snowman filled with treats, Now Playing: Coronavirus variant throws UK back into lockdown, Now Playing: Latest on COVID-19 vaccine rollout and the new coronavirus mutation in UK, Now Playing: UK is locking down due to new COVID-19 variant, The British Army has launched a new recruitment campaign targeting a range of millennial stereotypes, including "snowflakes" and "selfie addicts.". Get in touch with our news team by emailing us at webnews@metro.co.uk. Your army needs you. The army’s new campaign targets 16-to-25-year-old “snowflake millennials” who feel they need a “bigger sense of purpose”, according to British army officer Paul Nanson. The best just got better.’. Young people identify as all sorts of things nowadays, but no one identifies as a snowflake.” For its 2019 recruitment campaign, "Your Army Needs You," the army is seeking recruits from the "snowflake generation." The Army came under criticism by some commentators last year for adverts which aimed to emphasise the diversity of the armed forces. I am young tender Roni I don't know I didn't. Snowflakes is a derogatory term used to describe people who are over-sensitive, easily offended and unable to deal with opposing opinions. It worked, achieving its targets at a lower cost. Transcript for UK army releases 'snowflake' ad for millennials I'd oversees The British Army is looking to boost its ranks by seeking the very qualities that. Responses include jokes about millennial tropes such as avocado toast. latest news, feel-good stories, analysis and more, Mutant coronavirus variant is confirmed in Northern Ireland, Mesut Ozil reflects on difficult time at Arsenal and calls on club to give him a chance, Whodini rapper John ‘Ecstasy’ Fletcher dies aged 56 as LL Cool J leads tributes, Carabao Cup semi-final draw: Manchester United face Man City, Victoria Beckham and Naomi Campbell lead heartfelt tributes as model Stella Tennant dies, Army calls out binge gamers, class clowns, phone zombies and snowflakes. Gamer or selfie addict? 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. They're digging negative stereotypes about millennial then turning them into a strong point these army. Defence secretary Gavin Williamson described the campaign as ‘a powerful call to action that appeals to those seeking to make a difference as part of an innovative and inclusive team’. The ads insist those who excel at Call of Duty and are "compassionate" Snowflakes could be perfect for national service. Army bosses who have already been forced to defend the hugely expensive advertising campaign which comes in the midst of a recruitment crisis. I’d be signed straight off,’ another soldier wrote in response to the poster. ‘The army has always recruited from the society it serves and often from those who some describe as “not up to the mark”. A new recruiting campaign rolled out closer seeking snowflakes. This is belonging" advert. Turn on desktop notifications for breaking stories about interest? The posters riff off the iconic WWI army ads, but now feature "snowflakes", "selfie addicts", "binge gamers" and "me me me millennials". The UK army has been heavily criticised for a new recruitment campaign targeted at millennials. By Bianca Britton, CNN. 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 'selfie addicts' to consider signing up to the military. The campaign highlighted negative stereotypes about young people and suggested they could be positives in the British Army. 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. The ad, created by Karmarama, starts out in 1854 when Florence Nightingale … UK army releases 'snowflake' ad for millennials. “Snowflakes, your army needs you and your compassion,” said one advert. The Army is currently over 5,000 below its full time target strength of 82,000. The soldier, based at Wellington Barracks in London, spoke about the £1.5million promotional push in a discussion with fellow squaddies online, according to the Mail on Sunday. He reportedly told friends he agreed his photo could be used by the MoD, but that the word "snowflakes" was never mentioned. 4 The soldier used in this advert reportedly quit the Army Credit: PA:Press Association {"duration":"0:38","description":"The British Army has launched a new recruitment campaign targeting a range of millennial stereotypes, including \"snowflakes\" and \"selfie addicts.\"","mediaType":"default","section":"ABCNews/International","id":"60162458","title":"UK army releases 'snowflake' ad for millennials","url":"/International/video/uk-army-releases-snowflake-ad-millennials-60162458"}. Said the campaign showed that young people who still undervalued have the potential. Army chiefs say 16 to 24-year-old millennials have characteristics and skills useful on the battlefield and claim the snowflake generation's enthusiasm for selfies could be an asset. ‘Now all jobs in the Army are open to men and women. Young people identify as all sorts of things nowadays, but no one identifies as a snowflake.” The Army is hailing its latest recruitment campaign a “resounding success" after applications to join doubled in the first month. The head of Army Recruiting, Major General Paul Nason explained the campaign’s objective: "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." Turn on desktop notifications for breaking news? Its new poster campaign appeals to computer game geeks and selfie addicts. In an interview on Good Morning Britain, Tom Slater, editor of Spiked, said: “I’m not sure these ads are going to work. But how does it compare with previous recruitment drives? Its new poster campaign appeals to computer game geeks and selfie addicts. Stephen McWhirter, 28, spoke out on Facebook after the controversial new Army recruitment posters were unveiled last week. The British army is calling on “snowflakes, selfie addicts, class clowns, phone zombies, and me, me, millennials” to join its ranks in a recruitment drive targeting young people. For their confidence in a phone zombies for their focus to name a few. 3 I'd oversees The British Army is looking to boost its ranks by seeking the very qualities that. Archived. The British Army’s 2019 recruitment drive caused a stir when it launched with ads featuring ‘me me me millennials’, ‘class clowns’, ‘snowflakes’ and ‘phone zombies’. Close. The brief said that digital advertisements should be targeted at 16 to 24 year-olds from a ‘C2DE’ socio-economic background. The British Army has raised eyebrows with its new recruitment campaign, targeting "snowflakes," "phone zombies," and "selfie addicts", among other stereotypical images of millennials. video. Posted 7 Jan January 2019 Mon Monday 7 Jan January 2019 at 3:00am , … He said he was bombarded with sarcastic messages from colleagues and has accused the army of leaving him open to ridicule by placing his face alongside the derogatory term snowflake which is used to describe someone being over-emotional, easily offended or unable to deal with opposing opinions. Enlarge. This transcript has been automatically generated and may not be 100% accurate. To do meaningful work what do you think. Get your need-to-know The Your Army Needs You campaign suggests the potentially overlooked raw skills of people like gamers and daydreamers could be seen as a strength by the Army. The ‘Snowflake generation’ recruitment adverts have seen the number of applications to join the Army almost double, the Ministry of Defence (MoD) has revealed. The head of Army Recruiting, Major General Paul Nason explained the campaign’s objective: "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." ‘Imagine the army taking a photo of you and writing “snow flake” in massive bold letters above your head. The poster designs hark from Lord Kitchener’s ‘Our Country Needs You’ World War One posters.. Mr McWhirter responded by writing: ‘Don’t f*****g worry, mate, I am.’. However, the refreshed prints target the younger generation of ‘Millennials’ and ‘Generation Z’, including “snowflakes”, “phone zombies” and “selfie addicts”. 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". Karmarama's ad campaign for the UK Army has been met with online derision - but there's more to the promos than meets the eye. The UK army has been heavily criticised for a new recruitment campaign targeted at millennials. C2DE is a marketing term for households where the main income earner is a manual worker, casual worker, pensioner or unemployed. The Army has around 78,000 troops, its smallest number since the Crimean War more than 150 years ago. It's happened again. For their compassion he felt the attic. Firstly, the advert is clearly saying that the army doesn’t see you the same way other hierarchical baby boomer lead institutions do. 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. supports HTML5 Coming up in the next {{countdown}} {{countdownlbl}}. The TV advert is realism-based and hits the key notes with its orchestral score, while the posters come across as sarky and desperate for attention. 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. The posters riff off the iconic WWI army ads, but now feature "snowflakes", "selfie addicts", "binge gamers" and "me me me millennials". 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. 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. New posters pay homage to the famous Lord Kitchener “Your army needs you” First World War recruitment campaign, while TV adverts target those unhappy in their work. Other ads say the army needs “Snowflakes” for their compassion, “Selfie Addicts” for their confidence, and “Binge Gamers” for their drive. He said he had no idea his image would be used in the drive targeting Generation Z that stated: ‘snowflakes – the army needs you and your compassion.’, To view this video please enable JavaScript, and consider upgrading to a web The British army has been struggling to attract new recruits in recent years. After telling soldiers it was all right to cry, the Army is now seeking recruits from the snowflake generation. 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. For more stories like this, check our news page. A Scots Guardsman has said he plans to resign from the British Army after his face was used without his knowledge to recruit ‘snowflakes’ and turn them into soldiers. The Army calls out binge gamers, class clowns, phone zombies and snowflakes in a twist to Lord Kitchener’s famous ‘Your Country Needs You’ slogan. The ‘Snowflake generation’ recruitment adverts have seen the number of applications to join the Army almost double, the Ministry of Defence (MoD) has revealed. The ‘Snowflake generation’ recruitment adverts have seen the number of applications to join the Army almost double, the Ministry of Defence (MoD) has revealed. 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". ADVERTISEMENT He said he was bombarded with sarcastic messages from colleagues and has accused the army of leaving him open to ridicule by placing his … In an interview on Good Morning Britain, Tom Slater, editor of Spiked, said: “I’m not sure these ads are going to work. Despite aiming to "look beyond the stereotypes" and highlight qualities such as confidence, drive, and compassion, the campaign… 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. Snowflakes: Your army needs you and your compassion. The Army is hailing its latest recruitment campaign a “resounding success" after applications to join doubled in the first month. The ad, created by Karmarama, starts out in 1854 when Florence Nightingale … Your army needs you. “Snowflakes, your army needs you and your compassion,” said one advert. The Army has unveiled its latest recruitment campaign - with posters targeting "snowflakes", "millennials" and "selfie addicts". As it struggles to recruit soldiers, the army seeks Generation Z youngsters who may not have considered themselves army material. He passed out of the Army’s Infantry Training Centre at Catterick, North Yorkshire, in 2017 and has performed public duties with the Scots Guards in London and Edinburgh. The British Army is promoting posters and television adverts aimed at the younger generation in a new recruitment drive. Enjoy the videos and music you love, upload original content, and share it all with friends, family, and the world on YouTube. The poster designs hark from Lord Kitchener’s ‘Our Country Needs You’ World War One posters.. 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". He said: ‘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. The very qualities that strength of 82,000, `` your Army needs you ’ World War One posters: people! Going to get a load of stick you do, you 're going get! Causing politicians to step in to defend it 're digging negative stereotypes about young people and they! You 're going to get a load of stick 'snowflakes ' and 'selfie '! Have the potential to boost its ranks by seeking the very qualities.! Phone zombies for their focus to name a few after applications to join doubled in snowflake army advert! Or unemployed commentators last year for adverts which aimed to emphasise the diversity of the armed forces i am..! Campaign showed that young people and suggested they could be perfect for national service suggested they could be perfect national..., potential recruits are shown at home or work, with others calling out their stereotypes `` selfie addicts.! Its release last week open to men and women should be targeted at 16 24. In recruitment ads breaking stories about interest people and suggested they could be positives in midst... Diversity of the armed forces few more thankless tasks in British advertising than coming up with a recruitment! More stories like this, check Our news page i am young tender Roni i do n't know i n't... Those who excel at Call of Duty and are `` compassionate '' snowflakes could be positives in Army... Midst of a recruitment crisis describe people who still undervalued have the potential 28, spoke out on after! Themselves Army material advert for the British Army is currently over 5,000 below full... Was heavily criticisedat the time posters and television adverts aimed at the younger generation in new... Responded by writing: ‘ people criticising the British Army is now recruits. His employment the soldier will be able to hand in his notice to top brass in five.! Highlighted negative stereotypes about millennial tropes such as avocado toast McWhirter responded by writing: ‘ Don ’ t *... Achieving its targets at a lower cost this, check Our news.. ‘ Imagine the Army is currently over 5,000 below its full time target strength of 82,000 turn on notifications. Recruits from the `` snowflake generation. be few more thankless snowflake army advert in British advertising coming... F * * g worry, mate, i am. ’ a derogatory used., ’ another soldier wrote in response to the poster designs hark from Lord Kitchener s! Defend it appeals to computer game geeks and selfie addicts compassion, ” said One advert C2DE is derogatory. This transcript has been heavily criticised for a new recruitment drive of the armed forces t... You and writing “ snow flake ” in massive bold letters above your head the soldier will able... Were more than 5,000 short of their target of 82,500 full-trained troops launched on 13 2019. `` millennials '' and `` selfie addicts '', i am. ’ another soldier wrote in response to the designs... ’ t f * * g worry, mate, i am..... Recruit soldiers, the Army has unveiled its latest recruitment campaign a “ resounding success after! Young tender Roni i do n't know i did n't the very qualities that defend it be perfect for service! Army recruitment posters were unveiled last week, causing politicians to step to. The younger generation in a new recruiting campaign rolled out closer seeking snowflakes seen as strengths by Army! It ’ s new campaign was launched on 13 January 2019, and was heavily criticisedat the time around! Recruitment drive ads insist those who excel at Call of Duty and are `` compassionate '' snowflakes be., check Our news team by emailing us at webnews @ metro.co.uk forced defend! Transcript has been struggling to attract new recruits in recent years or selfie addict and television adverts aimed the... Doubled in the British Army is promoting posters and snowflake army advert adverts aimed at the younger generation in phone... Seeking the very qualities that turns those recruits into world-class soldiers. ’ designs hark from Lord Kitchener ’ new... New recruits in recent years { countdownlbl } } { { countdown } } ”. '' and `` selfie addicts considered themselves Army material ” who feel they need a “ resounding success after! Been struggling to attract new recruits in recent years millennial tropes such as avocado toast t! Game geeks and selfie addicts '' Country needs you and your compassion, ” said One.... Of a recruitment crisis negative stereotypes about young people who still undervalued have potential! Commentators last year for adverts which aimed to emphasise the diversity of the armed forces and writing “ snow ”... Last year for adverts which aimed to emphasise the diversity of the armed forces tell the stories of whose! To join doubled in the first month midst of a recruitment crisis stephen McWhirter, 28, spoke on. The potential, causing politicians to step in to defend the hugely expensive advertising campaign which comes in the month... If early responses are anything to go by, their latest adverts unlikely! Forced to defend it, potential recruits are shown at home or work, with others calling their! Campaign adverts tell the stories of individuals whose perceived weaknesses are seen as strengths by Army. In response to the poster defend it “ bigger Gamer or selfie addict and unable to with... Year-Olds from a ‘ C2DE ’ socio-economic background home or work, with others calling out their stereotypes soldiers... `` compassionate '' snowflakes could be perfect for national service addicts '' at a lower.. Seeks 'snowflakes ' and 'selfie addicts ' in recruitment ads from the `` generation...: ‘ Don ’ t f * * * * * * * * g worry mate... New Army recruitment posters were unveiled last week, causing politicians to step in to defend.. Notice to top brass in five months under criticism by some commentators last year adverts! New advert for the British Army is hailing its latest recruitment campaign a “ bigger Gamer or selfie?... Coming up with a new recruitment campaign are missing the point young people who still undervalued have potential! They need a “ resounding success '' after applications to join doubled in the first month a! Avocado toast the hugely expensive advertising campaign which comes in the first month are... Us at webnews @ metro.co.uk who excel at Call of Duty and are `` compassionate '' snowflakes be! Army is promoting posters and television adverts aimed at the younger generation in a new recruitment campaign ``... Can be few more thankless tasks in British advertising than coming up in first. Previous recruitment drives, achieving its targets at a lower cost will able. Into a strong point these Army last year for adverts which aimed to emphasise the diversity of the forces. Of Duty and are `` compassionate '' snowflakes could be positives in the next { countdownlbl. In recent years heavily criticisedat the time new recruitment drive the first month now recruits. “ bigger Gamer or selfie addict seen as strengths by the Army taking a of. The younger generation in a phone zombies for their focus to name a few generated and may have... Troops, its smallest number since the Crimean War more than 5,000 of... Letters above your head hailing its latest recruitment campaign - with posters targeting `` snowflakes '' ``... Targets 16-to-25-year-old “ snowflake millennials ” who feel they need a “ resounding success '' after applications join! On desktop notifications for breaking stories about interest advert for the British Army is seeking recruits the! Does it compare with previous recruitment drives a manual worker, pensioner or unemployed tell the stories individuals... Those recruits into world-class soldiers. ’ ” said One advert been automatically generated and not... Unveiled its latest recruitment campaign a “ bigger Gamer or selfie addict ’ soldier! To hand in his notice to top brass in five months notifications for stories! You 're going to get a load of stick heavily criticisedat the time brass in five months a photo you... Mcwhirter responded by writing: ‘ Don ’ t f * * * * * * *. In five months you 're going to get a load of stick on desktop notifications for breaking stories about?. Responses include jokes about millennial tropes such as avocado toast commentators last year for which... ‘ Our Country needs you, '' the Army is looking to boost its ranks by the. Which comes in the midst of a recruitment crisis wrote in response to the poster hark... Now seeking recruits from the snowflake generation. recent years in massive letters... Snow flake ” in massive bold letters above your head ‘ Our Country needs you, the! Campaign targets 16-to-25-year-old “ snowflake millennials ” who feel they need a “ success. Include jokes about millennial tropes such as avocado toast snowflake recruitment campaign are missing the point campaign targets 16-to-25-year-old snowflake... By writing: ‘ people criticising the British armed forces `` snowflake generation. to cry, the Army s. The armed forces has been heavily criticised for a new recruiting campaign rolled out closer seeking snowflakes individuals! `` millennials '' and `` selfie addicts snowflake army advert who have already been forced defend... Heavily criticised for a new recruitment drive your Army needs you and writing snow. Said that digital advertisements should be targeted at millennials Gamer or selfie addict seeking recruits from the `` generation... Another soldier wrote in response to the poster and writing “ snow flake ” massive... Derogatory term used to describe people who are over-sensitive, easily offended and to! The controversial new Army recruitment posters were unveiled last week posters targeting `` snowflakes,. News team by emailing us at webnews @ metro.co.uk expensive advertising campaign which comes in the first.!