Army launch ‘Snowflake’ recruitment posters targeted at millennials

Attention, "Binge Gamers" and "Phone Zombies"

The British Army has revealed a new line of recruitment posters targeted at getting millennials to join the armed forces. And they are, well, quite something. The posters call back to the iconic "Lord Kitchener Wants You" campaign from World War I, but with a modern twist. Well, the sort of 'modern twist' that was probably dreamt up by someone in their 50s, scanning old media for pointless buzzwords and tired cliches. Each poster calls out to various stereotypes of young people today - "Snowflakes", "Binge Gamers" and "Phone Zombies" "Me Me Me Millennials", "Class Clowns", and "Selfie Addicts" - saying that the army needs you. Notably, these are not the sort of terms that the generation being targeted tend to use to describe themselves. To be fair, these names that your weird uncle would normally throw at you derisively are actually portrayed as positive traits, that could be utilised in the armed forces. https://twitter.com/LOS_Fisher/status/1080773741725007873 For instance, the "drive" of binge gamers would be an asset, as would the "focus" of the so-called phone zombies. Reaction on social media has been mixed, to say the least. https://twitter.com/Sarah_Hayward/status/1080750756960059394 https://twitter.com/fka_j/status/1080760743694397440 https://twitter.com/dunnace/status/1080770776268185601 The adverts are intended to target 18-to-25-year-olds, and the campaign will also include TV and radio spots. https://twitter.com/armyjobs/status/1080617339010367488 Defence secretary Gavin Williamson called the campaign "a powerful call to action that appeals to those seeking to make a difference as part of an innovative and inclusive team". "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. The best just got better."