UK army recruitment ads target 'snowflake' millennials This article is more than 1 year old Campaign says army could use compassion of ‘snowflakes’ and focus of ‘phone zombies’ Young people identify as all sorts of things nowadays, but no one identifies as a snowflake.”. The posters call back to the iconic "Lord Kitchener Wants You" campaign from World War I, but with a modern twist. MoD hits back after soldier from 'snowflake' ad threatens to quit. Outraged Britons took to Twitter to express their disbelief at the campaign, which the MoD said was to make the military more inclusive and diverse. "Completely recruiting the wrong kind of person. A soldier complains about being on a poster alongside the word "snowflakes", a derogatory term for over-sensitive people. Snowflake High School 2020 graduate and 2019-20 Future Farmers of America Chapter President Elexis White, center with poster, has enlisted in the U.S. Army. Another was quick to point out that nobody would want to identify as a snowflake. Capita argued it was confident it would hit its recruitment target, City News: Mulberry, National Grid, TUI, Capita, Business news: Bitcoin, mining sector and Capita Group, Recycled versions called on millennials, class clowns and phone zombies to fight for their country, British Army’s revamped rifle hailed ‘most lethal’ by military chiefs, WW3: China fires furious ‘CONSEQUENCES’ warning to US warship, Nuclear base threat: 500 safety incidents recorded at Trident. Capita argued it was confident it would hit its recruitment target just before their contract is scheduled to end in 2022. Two British soldiers 'seriously injured' in Syria in ISIS attack, The 'snowflakes' poster has enraged the soldier, Tick the box to be informed about Evening Standard offers and updates by email. We have overhauled governance on the contract and are already seeing improvements.”. The 2019 Army recruitment campaign features posters targeting "Snow Flakes", "Selfie Addicts" and "Binge Gamers" (Pictures: British Army). Jan 3, 2019 - As the Army tries to recruit "snowflake millennials", how does it compare with previous campaigns? Capita said in a statement: “Both Capita and the Army underestimated the complexity of this project. ': Furious soldiers take aim at Army's new £1.5m recruitment drive calling on Snowflakes and Phone Zombies. The TV and poster adverts highlight qualities such as confidence, focus, compassion and drive. SOLDIERS have condemned the British Army’s controversial recruitment drive that calls on snowflakes, selfie addicts and gamers to sign up, by mocking up their own versions of the bizarre posters. One veteran, who called the recruitment campaign “desperate” even offered to sign up again. The best just got better.". One replaced the word snowflake with “any f****s, we’re desperate!” Another took aim at Capita, the private company that came under fire for missing military recruitment targets by 30 percent - despite hiking the cost of its contract with the MoD by an eye-watering £182million. So the army have a new recruitment drive, you might have seen it. It’s equally evident in the way we react to continuous development, performance reviews or assurance activities. “The army has always recruited from the society it serves and often from those who some describe as ‘not up to the mark’. Adverts that played on the famous World War One flyers that featured a stern-eyed Lord Kitchener and the slogan ‘Your country needs you’ were unveiled two days ago, raising eyebrows among veterans after recycled versions called on millennial, class clowns and phone zombies to fight for their country. A British Army recruitment campaign targets "snowflakes, selfie addicts" in boring jobs, with a design that draws on World War I recruitment posters. Based on the historic First World War poster, the billboards call out to “class clowns", binge gamers", “phone zombies", “snowflakes" and “selfie addicts" to say the Army needs their potential. Speaking in support of it, Conservative MP James Cleverly wrote on Twitter: “People criticising the British Army’s new snowflake recruitment campaign are missing the point. Express. But young people on the streets of London are a little bemused. But how does it compare with previous recruitment drives? He said: “I'm not sure these ads are going to work. ‘Snowflake’ Army recruitment campaign sees applications double Applications to join rose to 9,700 in the first three weeks of January. In 2018, the Army emphasized the importance of diversity in the military. 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. But if you take a step back and read the full poster and evaluated the entire campaign as a whole, it’s actually brilliant.. There’re a lot of us who are still fit enough.”. In 2012, the British Army entered into a 10-year recruitment and marketing contract worth 495 million pounds, or about $623 million, with Capita, a London-based outsourcing company. The posters, which included “me me me millennials… your army needs you and your self-bellied” and “snowflakes… your army need you and your compassion”, have since been widely mocked with servicemen and women posting their own versions on social media to vent their anger at what users have called “a wind up”. The army received some criticism recently for posters it hoped would appeal to ‘snowflakes’ and ‘millennials’. February 9, 2019 7:49 pm. Just because you're self-obsessed doesn't mean you don't have courage. You can find our Community Guidelines in full here. The army poster campaign has been much-maligned since its public release and politicians have spoken out in defence of it. “It doesn't appeal to me, I would hate to be called a snowflake, which means a whinger.”. The campaign comes after news Capita upped the cost of its contract from £495million to £677million, recruited 7,000 less soldiers than it was contracted to and as a result put “a greater strain on existing personnel to maintain operations”, according to a report by Government spending watchdog the National Audit Office. See terms, Defence Secretary Gavin Williamson defended the posters, Brexit trade deal expected as PM briefs cabinet on progress of talks, Major London hospitals cancel operations as Covid crisis escalates, Thai monarchy rocked by leak of explicit consort snaps, London Covid cases up 56,000 in a week as patient numbers jump, Revel Horwood wins Celebrity MasterChef after being ‘robbed’ years ago, You may not agree with our views, or other users’, but please respond to them respectfully, Swearing, personal abuse, racism, sexism, homophobia and other discriminatory or inciteful language is not acceptable, Do not impersonate other users or reveal private information about third parties, We reserve the right to delete inappropriate posts and ban offending users without notification. Home of the Daily and Sunday Express. Another added: “Just because you like the PS4 doesn't mean you don't have courage. Please see our Privacy Notice for details of your data protection rights. Scots Guardsman has said he plans to resign after his face was used on a controversial army recruitment poster that promises to transform 'snowflakes' into soldiers. Are you sure you want to delete this comment? Soldiers condemned the British Army’s controversial recruitment drive, UK Army CRIPPLED by recruitment problems as Capita comes under fire, Outraged Britons took to Twitter to express their disbelief at the campaign, Capita takes market value blow following major overhaul, Army recruitment falls as service tries to plug 4,000 gap, Capita upped the cost of its contract from £495million to £677million, Capita’s CEO Andy Parker to step down after three years in the role. “Now all jobs in the Army are open to men and women. 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 … He took to Facebook to express his annoyance after seeing his face plastered on the poster. We will use your email address only for sending you newsletters. The British Army has revealed a new line of recruitment posters targeted at getting millennials to join the armed forces. Stephen McWhirter, 28, was clueless to the fact his face was going to be used on a poster stating “snowflakes – the army needs you and your compassion”,according to the Mail on Sunday. order back issues and use the historic Daily Express 'Any f*****, we're desperate! “Some of these people can play PS4 really well, like my 15-year-old.”. The soldier, based at Wellington Barracks in London, raged over the £1.5million promotional push, in a discussion with fellow squaddies. Soldier furious after his photo is used on army poster branding him a 'snowflake' Stephen McWhirter, 28, from Irvine in Ayrshire, has reportedly threatened to quit the Army because of the poster. Colonel Bob Stewart defended the campaign on Good Morning Britain today, and said the campaign was supposed to appeal to a wider talent pool. The poster read: “CAPITA… your army needs you to f**k off with your s**t recruitment campaign.”. Army targets 'snowflake' millennials Stephen McWhirter, 28, was clueless to the fact his face was going to be used on a poster stating “snowflakes – the army needs you and your compassion”,according to the Mail on Sunday. The Snowflake-like reaction to these posters is just the most recent and high profile example of our need to improve mental resilience within the Army. In January, 16,000 people applied to join the army following its 'Snowflake' poster campaign / MoD. And they are, well, quite something. “Times are hard but if you’re that desperate consider taking some of us battle wounded back. It then turns those recruits into world-class soldiers. The daughter of the man behind some of Britain's most famous Second World War Army recruitment posters has said she doubts he "would be very impressed" with the Army's latest campaign. I’d be signed straight off.”, Guardsman McWhirter then replied: “Don’t f****** worry, mate, I am.”. (British Army) On the surface, it might seem belittling to potential recruits and, to be fair, that’s how most people are interpreting it. In later posts he said he would resign at the soonest opportunity. Abram Games made a series of posters encouraging Army recruitment during the Second World War. Posters from the 2019 British Army recruitment drive, published Jan. 3, 2019. See today's front and back pages, download the newspaper, He said: “We want people who can game, we want people who have got it up here, and can help protect the country from cyber-warfare. A Scots Guardsman who reportedly threatened to quit the Army in protest over the use of his image for the 'snowflake' advert was consulted on the poster, the Ministry of Defence has claimed. The campaign uses the template of a famous World War I propaganda poster to make its point. 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". He is reportedly able to do so in five months and has spoken of having no forewarning that the term would be used on posters using his image. But the Army said figures released in February showed the poster campaign had been a “resounding success”. By Georgina Littlejohn. Soldier 'to quit forces' after his image is used on snowflake poster Now the bloke they've used on the poster says he's annoyed and is going to resign because of it. She reported for basic training recently He said: “Please tell me this new recruitment campaign is a wind up. "People criticising the British Army's new #snowflake recruitment campaign are missing the point," he said. The term snowflakes is a negative phrase often used to describe what are deemed as over-sensitive young people and often millennials. The Army has unveiled its latest recruitment campaign - with posters targeting "snowflakes", "millennials" and "selfie addicts". newspaper archive. Are you sure you want to mark this comment as inappropriate? One wrote: “Imagine the army taking a photo of you and writing ‘snowflake’ in massive bold letters above your head. He was bombarded with sarcastic messages from colleagues and he has accused the army of leaving him open to ridicule. 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