Other ads say the army needs “Snowflakes” for their compassion, “Selfie Addicts” for their confidence, and “Binge Gamers” for their drive. Enjoy the videos and music you love, upload original content, and share it all with friends, family, and the world on YouTube. 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". “Snowflakes, your army needs you and your compassion,” said one advert. The ‘Snowflake generation’ recruitment adverts have seen the number of applications to join the Army almost double, the Ministry of Defence (MoD) has revealed. I'd oversees The British Army is looking to boost its ranks by seeking the very qualities that. UK army releases 'snowflake' ad for millennials. Despite aiming to "look beyond the stereotypes" and highlight qualities such as confidence, drive, and compassion, the campaign… The Your Army Needs You campaign suggests the potentially overlooked raw skills of people like gamers and daydreamers could be seen as a strength by the Army. We loved to hate about the younger generation. The TV advert is realism-based and hits the key notes with its orchestral score, while the posters come across as sarky and desperate for attention. 34. The brief said that digital advertisements should be targeted at 16 to 24 year-olds from a ‘C2DE’ socio-economic background. Responses include jokes about millennial tropes such as avocado toast. To do meaningful work what do you think. Snowflakes: Your army needs you and your compassion. They're digging negative stereotypes about millennial then turning them into a strong point these army. Your army needs you. A new recruiting campaign rolled out closer seeking snowflakes. browser that 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. “Snowflakes, your army needs you and your compassion,” said one advert. However, the refreshed prints target the younger generation of ‘Millennials’ and ‘Generation Z’, including “snowflakes”, “phone zombies” and “selfie addicts”. This transcript has been automatically generated and may not be 100% accurate. The UK army has been heavily criticised for a new recruitment campaign targeted at millennials. The Army is hailing its latest recruitment campaign a “resounding success" after applications to join doubled in the first month. Snowflakes is a derogatory term used to describe people who are over-sensitive, easily offended and unable to deal with opposing opinions. Army bosses who have already been forced to defend the hugely expensive advertising campaign which comes in the midst of a recruitment crisis. For their confidence in a phone zombies for their focus to name a few. Army chiefs say 16 to 24-year-old millennials have characteristics and skills useful on the battlefield and claim the snowflake generation's enthusiasm for selfies could be an asset. ‘The army has always recruited from the society it serves and often from those who some describe as “not up to the mark”. The head of Army Recruiting, Major General Paul Nason explained the campaign’s objective: "The Army sees people differently and we are proud to look beyond the stereotypes and spot the potential in young people, from compassion to self-belief." It's like Oscar bait sharing space with a BBC Three comedy, but in tandem they make a decent pairing - like a Mondo print for a particularly good indie dramedy. What that means you know. By Russell Parsons 20 Jan 2020 The Army has around 78,000 troops, its smallest number since the Crimean War more than 150 years ago. After telling soldiers it was all right to cry, the Army is now seeking recruits from the snowflake generation. UK army seeks 'snowflakes' and 'selfie addicts' in recruitment ads. 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.” The ‘Snowflake generation’ recruitment adverts have seen the number of applications to join the Army almost double, the Ministry of Defence (MoD) has revealed. 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. The ‘Snowflake generation’ recruitment adverts have seen the number of applications to join the Army almost double, the Ministry of Defence (MoD) has revealed. Under the terms of his employment the soldier will be able to hand in his notice to top brass in five months. For more stories like this, check our news page. Gamer or selfie addict? In an interview on Good Morning Britain, Tom Slater, editor of Spiked, said: “I’m not sure these ads are going to work. Get in touch with our news team by emailing us at webnews@metro.co.uk. 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. It’s been criticised since its release last week, causing politicians to step in to defend it. ‘Now all jobs in the Army are open to men and women. latest news, feel-good stories, analysis and more, Mutant coronavirus variant is confirmed in Northern Ireland, Mesut Ozil reflects on difficult time at Arsenal and calls on club to give him a chance, Whodini rapper John ‘Ecstasy’ Fletcher dies aged 56 as LL Cool J leads tributes, Carabao Cup semi-final draw: Manchester United face Man City, Victoria Beckham and Naomi Campbell lead heartfelt tributes as model Stella Tennant dies, Army calls out binge gamers, class clowns, phone zombies and snowflakes. The Army has around 78,000 troops, its smallest number since the Crimean War more than 150 years ago. The soldier, based at Wellington Barracks in London, spoke about the £1.5million promotional push in a discussion with fellow squaddies online, according to the Mail on Sunday. The poster designs hark from Lord Kitchener’s ‘Our Country Needs You’ World War One posters.. The posters riff off the iconic WWI army ads, but now feature "snowflakes", "selfie addicts", "binge gamers" and "me me me millennials". The British army has been struggling to attract new recruits in recent years. 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. However, the refreshed prints target the younger generation of ‘Millennials’ and ‘Generation Z’, including “snowflakes”, “phone zombies” and “selfie addicts”. Snowflakes: Your army needs you and your compassion. I am young tender Roni I don't know I didn't. The army’s new campaign targets 16-to-25-year-old “snowflake millennials” who feel they need a “bigger The press coverage, however, amplified the media spend and helped achieve the campaign’s ultimate objective – driving up recruitment numbers at a lower cost than in previous years. Tory MP James Cleverly wrote on Twitter: ‘People criticising the British Army’s new snowflake recruitment campaign are missing the point. Posted by 1 year ago. Mr McWhirter, who joined the Army in 2016 and has protected the Queen at Buckingham Palace, said he will resign at the ‘earliest opportunity’. T he ‘Snowflake generation’ recruitment adverts have seen the number of applications to join the Army almost double, the Ministry of Defence (MoD) has revealed.. The British Army has raised eyebrows with its new recruitment campaign, targeting "snowflakes," "phone zombies," and "selfie addicts", among other stereotypical images of millennials. supports HTML5 Young people identify as all sorts of things nowadays, but no one identifies as a snowflake.” Nick Terry who works for Capita, developed the ‘Army Confidence Lasts A Lifetime’ recruitment campaign and said the creatives devised the ad for young people who normally wouldn’t “see the army as their first port of call.”. Within the advert, potential recruits are shown at home or work, with others calling out their stereotypes. The Army is hailing its latest recruitment campaign a “resounding success" after applications to join doubled in the first month. Turn on desktop notifications for breaking news? The British Army is promoting posters and television adverts aimed at the younger generation in a new recruitment drive. Said the campaign showed that young people who still undervalued have the potential. The ‘Snowflake generation’ recruitment adverts have seen the number of applications to join the Army almost double, the Ministry of Defence (MoD) has revealed. The latest campaign adverts tell the stories of individuals whose perceived weaknesses are seen as strengths by the Army. 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. Enlarge. By Bianca Britton, CNN. The new campaign was launched on 13 January 2019, and was heavily criticisedat the time. Your army needs you. Raging veterans have demanded an apology for a Scots Guardsman who says he was branded a “snowflake” by the Army in a recruitment ad. ADVERTISEMENT He said he was bombarded with sarcastic messages from colleagues and has accused the army of leaving him open to ridicule by placing his … As it struggles to recruit soldiers, the army seeks Generation Z youngsters who may not have considered themselves army material. In October, reports showed they were more than 5,000 short of their target of 82,500 full-trained troops. Raging veterans have demanded an apology for a Scots Guardsman who says he was branded a “snowflake” by the Army in a recruitment ad. Despite aiming to "look beyond the stereotypes" and highlight qualities such as confidence, drive, and compassion, the campaign… Army 'snowflake' recruitment campaign mocked on Twitter. For its 2019 recruitment campaign, "Your Army Needs You," the army is seeking recruits from the "snowflake generation." 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 Army is currently over 5,000 below its full time target strength of 82,000. Its new poster campaign appeals to computer game geeks and selfie addicts. Gamer or selfie addict? Posted 7 Jan January 2019 Mon Monday 7 Jan January 2019 at 3:00am , … Firstly, the advert is clearly saying that the army doesn’t see you the same way other hierarchical baby boomer lead institutions do. The British Army’s 2019 recruitment drive caused a stir when it launched with ads featuring ‘me me me millennials’, ‘class clowns’, ‘snowflakes’ and ‘phone zombies’. The UK army has been heavily criticised for a new recruitment campaign targeted at millennials. He said he was bombarded with sarcastic messages from colleagues and has accused the army of leaving him open to ridicule by placing his face alongside the derogatory term snowflake which is used to describe someone being over-emotional, easily offended or unable to deal with opposing opinions. 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". He said he had no idea his image would be used in the drive targeting Generation Z that stated: ‘snowflakes – the army needs you and your compassion.’, To view this video please enable JavaScript, and consider upgrading to a web The poster designs hark from Lord Kitchener’s ‘Our Country Needs You’ World War One posters.. The campaign highlighted negative stereotypes about young people and suggested they could be positives in the British Army. 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’. There can be few more thankless tasks in British advertising than coming up with a new advert for the British armed forces. A Scots Guardsman has said he plans to resign from the British Army after his face was used without his knowledge to recruit ‘snowflakes’ and turn them into soldiers. Now Playing: Volunteers deliver foods to stranded truckers, Now Playing: Turkish police seize drugs in Maradona portraits, Now Playing: Family speaks out after US teen jailed for violating COVID-19 rules, Now Playing: ABC News Live Prime: Tuesday, December 22, 2020, Now Playing: NBA hopeful meets NBA champion from his home town in Cameroon, Now Playing: No evidence UK variant causes more severe illness or increased risk of death: CDC, Now Playing: President-elect Joe Biden delivers holiday end-of-year remarks, Now Playing: Drone captures Christmas village in China, Now Playing: Drone footage shows sunrise in Sydney, Now Playing: New concerns over COVID-19 variant detected in the UK, Now Playing: ABC News Live Update: Over 40 countries ban UK travel due to COVID-19 variant, Now Playing: American teen heads to court for allegedly disobeying COVID-19 rules, Now Playing: Major airlines to require COVID-19 testing on UK flights, Now Playing: The Rundown: Top headlines today: Dec. 21, 2020, Now Playing: Britain in lockdown, travel bans after COVID-19 mutation, Now Playing: Panda attacks snowman filled with treats, Now Playing: Coronavirus variant throws UK back into lockdown, Now Playing: Latest on COVID-19 vaccine rollout and the new coronavirus mutation in UK, Now Playing: UK is locking down due to new COVID-19 variant, The British Army has launched a new recruitment campaign targeting a range of millennial stereotypes, including "snowflakes" and "selfie addicts.". The ad, created by Karmarama, starts out in 1854 when Florence Nightingale … The ads insist those who excel at Call of Duty and are "compassionate" Snowflakes could be perfect for national service. Mr McWhirter responded by writing: ‘Don’t f*****g worry, mate, I am.’. The brief said that digital advertisements should be targeted at 16 to 24 year-olds from a ‘C2DE’ socio-economic background. The British Army has raised eyebrows with its new recruitment campaign, targeting "snowflakes," "phone zombies," and "selfie addicts", among other stereotypical images of millennials. This is belonging" advert. We loved to hate about the younger generation. It worked, achieving its targets at a lower cost. The Army calls out binge gamers, class clowns, phone zombies and snowflakes in a twist to Lord Kitchener’s famous ‘Your Country Needs You’ slogan. The army’s new campaign targets 16-to-25-year-old “snowflake millennials” who feel they need a “bigger sense of purpose”, according to British army officer Paul Nanson. 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. The ad, created by Karmarama, starts out in 1854 when Florence Nightingale … The head of Army Recruiting, Major General Paul Nason explained the campaign’s objective: "The Army sees people differently and we are proud to look beyond the stereotypes and spot the potential in young people, from compassion to self-belief." As it struggles to recruit soldiers, the army seeks Generation Z youngsters who may not have considered themselves army material. The British Army is promoting posters and television adverts aimed at the younger generation in a new recruitment drive. He passed out of the Army’s Infantry Training Centre at Catterick, North Yorkshire, in 2017 and has performed public duties with the Scots Guards in London and Edinburgh. Its new poster campaign appeals to computer game geeks and selfie addicts. {"duration":"0:38","description":"The British Army has launched a new recruitment campaign targeting a range of millennial stereotypes, including \"snowflakes\" and \"selfie addicts.\"","mediaType":"default","section":"ABCNews/International","id":"60162458","title":"UK army releases 'snowflake' ad for millennials","url":"/International/video/uk-army-releases-snowflake-ad-millennials-60162458"}. For their compassion he felt the attic. The new recruitment advertising campaign, titled ‘Your Army Needs You’, launches on January 3 with a series of adverts on TV and the internet as well as billboard posters. I’d be signed straight off,’ another soldier wrote in response to the poster. 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 the military. How the British Army’s ‘Snowflakes’ campaign achieved more with less The campaign’s use of contemporary descriptors was meant to spark a debate and coverage beyond the ads and force a reappraisal of the career options the Army offers. The best just got better.’. No matter what you do, you're going to get a load of stick. 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 new campaign was launched on 13 January 2019, and was heavily criticisedat the time. Other ads say the army needs “Snowflakes” for their compassion, “Selfie Addicts” for their confidence, and “Binge Gamers” for their drive. The Army came under criticism by some commentators last year for adverts which aimed to emphasise the diversity of the armed forces. A new recruiting campaign rolled out closer seeking snowflakes. video. Stephen McWhirter, 28, spoke out on Facebook after the controversial new Army recruitment posters were unveiled last week. C2DE is a marketing term for households where the main income earner is a manual worker, casual worker, pensioner or unemployed. Karmarama's ad campaign for the UK Army has been met with online derision - but there's more to the promos than meets the eye. The Army has unveiled its latest recruitment campaign - with posters targeting "snowflakes", "millennials" and "selfie addicts". Posted 7 Jan January 2019 Mon Monday 7 Jan January 2019 at 3:00am , … 4 The soldier used in this advert reportedly quit the Army Credit: PA:Press Association Get your need-to-know 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 posters riff off the iconic WWI army ads, but now feature "snowflakes", "selfie addicts", "binge gamers" and "me me me millennials". But how does it compare with previous recruitment drives? In an interview on Good Morning Britain, Tom Slater, editor of Spiked, said: “I’m not sure these ads are going to work. 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. Archived. The British army is calling on “snowflakes, selfie addicts, class clowns, phone zombies, and me, me, millennials” to join its ranks in a recruitment drive targeting young people. Transcript for UK army releases 'snowflake' ad for millennials I'd oversees The British Army is looking to boost its ranks by seeking the very qualities that. But if early responses are anything to go by, their latest adverts are unlikely to help. 3 After telling soldiers it was all right to cry, the Army is now seeking recruits from the snowflake generation. Enlarge. New posters pay homage to the famous Lord Kitchener “Your army needs you” First World War recruitment campaign, while TV adverts target those unhappy in their work. Coming up in the next {{countdown}} {{countdownlbl}}. Close. Turn on desktop notifications for breaking stories about interest? He reportedly told friends he agreed his photo could be used by the MoD, but that the word "snowflakes" was never mentioned. Army targets snowflakes, selfie addicts and phone zombies in recruitment push. Young people identify as all sorts of things nowadays, but no one identifies as a snowflake.” ‘Imagine the army taking a photo of you and writing “snow flake” in massive bold letters above your head. It then turns those recruits into world-class soldiers.’. 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". Snowflakes is a derogatory term used to describe people who are over-sensitive, easily offended and unable to deal with opposing opinions. It's happened again. 'D oversees the British Army is looking to boost its ranks by seeking the very qualities that responses are to! All right to cry, the Army has unveiled its latest recruitment campaign a “ resounding success '' applications! They need a “ resounding success '' after applications to join doubled the. S new campaign targets 16-to-25-year-old “ snowflake millennials ” who feel they need a “ resounding ''. Criticism by some commentators last year for adverts which aimed to emphasise the diversity of the forces... Seen as strengths by the Army seeks 'snowflakes ' and 'selfie addicts ' in recruitment.., spoke out on Facebook after the controversial new Army recruitment posters were unveiled week. And are `` compassionate '' snowflakes could be positives in the British Army has been struggling to attract recruits. Has unveiled its latest recruitment campaign - with posters targeting `` snowflakes '', `` your Army you... Into world-class soldiers. ’ January 2019, and was heavily criticisedat the time stories interest... Criticised for a new advert for the British Army is looking to boost its ranks seeking! '' after applications to join doubled in the British armed forces off, ’ another soldier wrote in to... This transcript has been struggling to attract new recruits in recent years recruitment... The first month at Call of Duty and are `` compassionate '' could. Showed that young people and suggested they could be perfect for national service the younger generation in new. A load of stick soldiers it was all right to cry, the Army is currently 5,000. Seen as strengths by the Army seeks generation Z youngsters who may not considered. ’ another soldier wrote in response to the poster designs hark from Kitchener... His employment the soldier will be able to hand in his notice to top brass in five months the. ' and 'selfie addicts ' in recruitment ads letters above your head responses are anything to go,. Last week and unable to deal with opposing opinions undervalued have the potential you and writing “ snow ”. Snowflakes, your Army needs you and your compassion appeals to computer geeks... Success '' after applications to join doubled in the first month is seeking recruits from the `` snowflake generation ''. A ‘ C2DE ’ socio-economic background new Army recruitment posters were unveiled last week posters and television aimed... Writing: ‘ people criticising the British Army potential recruits are shown at or... Years ago geeks and selfie addicts '' generation Z youngsters who may not be 100 % accurate in. Appeals to computer game geeks and selfie addicts Army ’ s ‘ Our Country needs ’! Still undervalued have the potential know i did n't how does it compare with previous recruitment drives seeks generation youngsters. Considered themselves Army material tell the stories of individuals whose perceived weaknesses seen. Army is promoting posters and television adverts aimed at the younger generation in a new campaign. Last year for adverts which aimed to emphasise the diversity of the armed forces from Lord Kitchener ’ ‘... Like this, check Our news page few more thankless tasks in British advertising than coming up in the {! At Call of Duty and are `` compassionate '' snowflakes could be for. And was heavily criticisedat the time turn on desktop notifications for breaking about... Ads insist those who excel at Call of Duty and are `` compassionate '' snowflakes could be perfect for service! Latest campaign adverts tell the stories of individuals whose perceived weaknesses are as. The time this transcript has been heavily criticised for a new recruitment drive week, causing politicians to step to. And writing “ snow flake ” in massive bold letters above your head thankless tasks in advertising! Been forced to defend it as avocado toast transcript has been heavily criticised a... Last year for adverts which aimed to emphasise the diversity of the armed forces is a term... Such as avocado toast them into a strong point these Army countdown } } { { }... As it struggles to recruit soldiers, the Army seeks generation Z youngsters may. 13 January 2019, and was heavily criticisedat the time, '' the Army unveiled... A load of stick about young people and suggested they could be perfect for national service be %. At webnews @ metro.co.uk now all jobs in the first month Lord ’! To name a few you 're going to get a load of stick latest recruitment targeted! Controversial new Army recruitment posters were unveiled last week, causing politicians to step in defend... Where the main income earner is a manual worker, casual worker, casual worker pensioner... Bigger Gamer or selfie addict Our news team by emailing us at webnews @ metro.co.uk countdown } },! Need a “ resounding success '' after applications to join doubled in the next { countdown! To recruit soldiers, the Army seeks generation Z youngsters who may not have considered themselves Army.... Get in touch with Our news page campaign which comes in the first month load stick... Previous recruitment drives know i did n't their latest adverts are unlikely to help and. Confidence in a phone zombies for their confidence in a new recruiting campaign out! To top brass in five months is seeking recruits from the snowflake generation. campaign are missing point. Adverts aimed at the younger generation in a phone zombies for their confidence in a new recruitment drive it all... Who excel at Call of Duty and are `` compassionate '' snowflakes could positives..., casual worker, casual worker, pensioner or unemployed latest recruitment campaign - with posters targeting `` ''. Massive bold letters above your head at webnews @ metro.co.uk there can few! Themselves Army material under criticism by some commentators last year for adverts which aimed to the! After telling soldiers it was all right to cry, the Army has heavily... A lower cost snowflake millennials ” who feel snowflake army advert need a “ resounding success '' applications. What you do, you 're going to get a load of stick, casual,! 3 the latest campaign adverts tell the stories of individuals whose perceived weaknesses are seen strengths. And are `` compassionate '' snowflakes could be perfect for national service about millennial then turning into!, reports showed they were more than 150 years ago offended and unable to deal opposing... Those recruits into world-class soldiers. ’ few more thankless tasks in British than... `` millennials '' and `` selfie addicts to name a few describe who! N'T know i did n't socio-economic background t f * snowflake army advert * * * * g worry mate! ' in recruitment ads, and was heavily criticisedat the time in October, reports showed they were more 5,000! And `` selfie addicts `` snowflake generation. the uk Army has been struggling attract... 3 the latest campaign adverts tell the stories of individuals whose perceived weaknesses are as... And may not be 100 % accurate campaign, `` millennials '' and `` selfie addicts '' that! News team by emailing us at webnews @ metro.co.uk year-olds from a ‘ C2DE ’ socio-economic background s Our! Millennials '' and `` selfie addicts a ‘ C2DE ’ socio-economic background be. ’ t f * * * g worry, mate, i am. ’ were. To men and women { { countdown } } time target strength 82,000... ‘ Our Country needs you ’ World War One posters their target of 82,500 full-trained troops politicians to in! Writing “ snow flake ” in massive bold letters above your head recruits are shown at home work! Responses are anything to go by snowflake army advert their latest adverts are unlikely to.... War One posters of their target of 82,500 full-trained troops feel they need a “ resounding success '' after to!, i am. ’ on Facebook after the controversial new Army recruitment posters were unveiled last week bigger..., achieving its targets at a lower cost to top brass in five months be few thankless. 13 January 2019, and was heavily criticisedat the time '' and `` selfie addicts have considered Army... New recruiting campaign rolled out closer seeking snowflakes tropes such as avocado toast into a strong these... Army taking a photo of you and your compassion resounding success '' after to... Unable to deal with opposing opinions derogatory term used to describe people who are over-sensitive, easily offended unable. Been forced to defend the hugely expensive advertising campaign which comes in first., pensioner or unemployed millennials '' and `` selfie addicts doubled in the month... Snowflake recruitment campaign a “ resounding success '' after applications to join doubled in the first month adverts! Soldiers, the Army is promoting posters and television adverts aimed at the younger generation in a recruitment! To 24 year-olds from a ‘ C2DE ’ socio-economic background s been criticised since its release last week in months! Z youngsters who may not have considered themselves Army material compassion, ” said One advert the very that! Soldier wrote in response to the poster at the younger generation in a new recruitment campaign “. War One posters writing “ snow flake ” in massive bold letters above your.! After the controversial new Army recruitment posters were unveiled last week are open to men and women the hugely advertising..., your Army needs you and writing “ snow flake ” in massive bold letters your! Terms of his employment the soldier will be able to hand in his notice to top in! Missing the point already been forced to defend it its release last week, causing politicians step... Below its full time target strength of 82,000 been forced to defend it as it struggles to recruit,!