The British Army recruitment advert had made various headlines when it stated it is calling on “snowflakes” into its ranks.
The British Army, notably as of last fall, was still thousands of troops shy of its target of 82,000 fully-trained troops, with numbers of personnel still decreasing as more troops are leaving the service among an upswing in recruitment.
In 2020 the British Army released a new recruitment ad calling on social media addicts, binge-drinkers, and anyone else who spends their time desperately searching for a confidence boost, no matter how short-lived it may be to sign-up.
The campaign created by Karmarama includes executions in the style of the iconic Lord Kitchener poster from World War I directed at groups including “snowflakes,” “binge gamers,” and “selfie addicts.” At the same time, TV ads depict how the same personality types could prove beneficial in the Army.
The British Army campaign essentially promises that joining the army provides a confidence boost that Instagram likes, a pair of new trainers, a hot body, or a boozy night out can’t match.
In addition to the TV ad, billboard posters depict popular confidence-boosting activities, like getting a spray tan or going to the gym, again suggesting that the confidence the army can provide will “last a lifetime.”
Nick Terry, head of marketing for the British Army recruitment team, explained that the idea behind this recruitment ad aims to appeal to young people by turning stereotypes about the generation on their head, which has been met with ridicule and criticism from social media users.
Terry said;
This generation is being bombarded with stuff that gives them very short-term or superficial quick hits of confidence whether that’s through chasing likes on Instagram, buying the latest pair of trainers every month, getting your body buffed up for the summer, Love Island-style.
Millennial response to British Army recruitment campaign
A lot of youths have openly criticized the new method the British Army is carrying out its campaign. Various individuals have taken to the social media platform, Twitter, to air out complaints and expressed their disapproval of the British Army recruitment campaign scheme.
Various individuals also pointed out that the campaign made use of stereotypes that may be held by older people, but are probably not recognized by the target audience itself.
As a young “#Millennial” or “Gen Z” myself, I actually think this campaign by the British Army is very clever. Quite appealing to an extent. If you read what’s being said, it makes sense? https://t.co/wCaveCqta4
— Philip?️??? ?? (@_phil0sophical) January 4, 2019
According to Matt Haig, who posted on Twitter, the new ad campaign from the British Army is insulting, stating that insults are misfired. He explained that people don’t take selfies because of confidence, but often insecurity. Millennials don’t have an excess of self-belief as anxiety rates show. Phones don’t help focus.
Alex Humphries also disagrees with the British Army recruitment campaign. According to him, the new recruitment campaign is slightly misguided in its attempts to use humor to overcome negative stereotypes. He noted that what they will only achieve with this is turning off the very people they want to sign up.
Shrinking number in the British Army
The British Ministry of Defense has noted that the ongoing recruitment campaign, which began in 2017 amid a steady drop in the size of the British armed forces, has been successful.
Colonel Nick MacKenzie, the head of the British Army recruitment, said the 2020 campaign is aimed at bringing more individuals to seek a career in the Army, which not only provides exciting opportunities, challenges and adventure but it also gives you lasting confidence that is hard to find in any other profession.
He noted that there’s hope for a positive change in the British Army as the force continues to face retention challenges that keep it from meeting its ambitions. The British armed forces shrank for the ninth year in a row last year.
