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.” 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 Army is currently over 5,000 below its full time target strength of 82,000. 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'. Furious veterans demand apology for Scottish soldier used in 'snowflake' Army advert. Snowflakes is a derogatory term used to describe people who are over-sensitive, easily offended and unable to deal with opposing opinions. The British Army has raised eyebrows with its new recruitment campaign, targeting "snowflakes," "phone zombies," and "selfie addicts", among other stereotypical images of millennials. 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 intake for the army, for the most part, is 16-18 year olds with very little other prospects. 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. The ad, created by Karmarama, starts out in 1854 when Florence Nightingale was … 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. 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". Despite the influx in applications to join, the Army remains critically below its personnel target. Despite there being some questions around the success of the 1914 poster, the impact of the most recent version appears less in doubt. Posted 7 Jan January 2019 Mon Monday 7 Jan January 2019 at 3:00am , … 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. The Army is hailing its latest recruitment campaign a “resounding success" after applications to join doubled in the first month. The Army has around 78,000 troops, its smallest number since the Crimean War more than 150 years ago. 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. Responses include jokes about millennial tropes such as avocado toast. 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 Army came under criticism by some commentators last year for adverts which aimed to emphasise the diversity of the armed forces. 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. The Army has unveiled its latest recruitment campaign - with posters targeting "snowflakes", "millennials" and "selfie addicts". 4 The soldier used in this advert reportedly quit the Army Credit: PA:Press Association C2DE is a marketing term for households where the main income earner is a manual worker, casual worker, pensioner or unemployed. Firstly, the advert is clearly saying that the army doesn’t see you the same way other hierarchical baby boomer lead institutions do. 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. Other ads say the army needs “Snowflakes” for their compassion, “Selfie Addicts” for their confidence, and “Binge Gamers” for their drive. But how does it compare with previous recruitment drives? 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. Army 'snowflake' recruitment campaign mocked on Twitter. ... according to the advert. “Snowflakes, your army needs you and your compassion,” said one advert. The brief said that digital advertisements should be targeted at 16 to 24 year-olds from a ‘C2DE’ socio-economic background. In separate data obtained by The Telegraph, it was revealed that over 2,700 applications were received in the five days directly after the campaign was launched. Army launches new ads aimed at ‘compassionate’ snowflakes and ‘selfie addicts’ with self-belief ... snowflakes and selfie addicts. 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. Stephen McWhirter says he will quit Army after his picture was used in the campaign poster. 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 … He reportedly told friends he agreed his photo could be used by the MoD, but that the word "snowflakes" was never mentioned. 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. 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