Army Wants 'Snowflakes and Selfie-Obsessed' Millennials To Join Up
An army recruitment campaign is dividing viewers, after playing on 'millennial' stereotypes to encourage new recruits.
The British Army has launched its new year campaign, sending out a message that the military "spots potential. Even if others don't."
In a series of billboard and digital ads, the campaign targets the 'snow flakes', 'selfie addicts', 'binge gamers', 'phone zombies' and 'class clowns'.
It said these millennial traits were being sought due to the compassion, confidence, spirits, drive and focus that was needed for service in the army.
"Me Me Me Millennials," one of the posters reads. "Your army needs YOU and your self-belief."
The posters, which feature large text alongside a portrait image of servicemen and servicewomen, mimic the famous World War One recruitment poster using Lord Kitchener and the famous "Your Army Needs You" campaign.
The phrase has since been reused for a variety of marketing campaigns, including the famous 'Uncle Sam' of the U.S. military.
The British Army on Thursday also launched a series of video ads across TV and social media to spread a similar message.
The videos show a number of young people appearing to be demeaned by older workers or relatives at home and work, for not working hard enough or being obsessed with gaming.
The ads are interspersed with images of service-work, adding to the underlying message of seeing potential from what are often considered negative millennial traits.
Major General Paul Nanson said the campaign aimed to show that the British Army looks beyond people's stereotypes and recognises their bigger purpose.
“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,” he said in a statement.
But the campaign has drawn a mixed response from some online, with the ad both being praised and receiving criticisms it further compounded degrading messages aimed at millennials.
One Twitter user said they were "fascinated" by the reactions to the campaign.
"Whatever your opinion on the message and creative, it’s got us talking about young people and their futures and prospects. In my opinion, that’s a good thing," they said.
Featured Image: MoD/Crown Copyright/PA Wire
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