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