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'Snowflakes, your army needs you!': UK targets millennials in recruitment drive

'Snowflakes, your army needs you!': UK targets millennials in recruitment drive

World
The British Army has launched a new recruitment campaign targeting a range of millennial stereotypes, including “snowflakes” and “selfie addicts.” The campaign uses the template of a famous World War I propaganda poster to make its point. The classic poster featured then-British Secretary of State for War, Lord Kitchener, with the text: "Britons: Lord Kitchener Wants You. Join Your Country's Army! God save the King." The new posters and TV ads say the army needs the “drive” of “binge gamers,” the “focus” of “phone zombies,” the “self-belief” of the “me me me millennial” and the “compassion” of “snowflakes.” Millennials are generally defined as people born born between ...