Army recruitment ads aim to look behind the stereotypes

The British Army has launched a recruitment campaign challenging stereotypes associated with young people such as ‘snowflake’ and ‘me me me millennial’.

The campaign, which launched today, features imagery associated with the forces’ famous First World War ad featuring Lord Kitchener on posters.

In a statement the Army said the posters, which will appear on billboards and outdoor advertising throughout the UK, highlight what they see in potential recruits where others see labels or stereotypes eg. compassion in ‘snowflakes’, self-belief in ‘me me me millennials’ and drive in ‘binge gamers’.

The campaign forms part of the Army’s ‘This is Belonging’ series, showing how the Army finds potential beyond Gen-Z and millennial stereotypes, and identifying the essential skills needed in new Army recruits, such as compassion, self-belief and focus. 

The Your Army Needs You TV adverts relate the stories of individuals whose perceived weaknesses are seen as strengths by the Army. Potential recruits are shown at home or work, with others calling out their stereotypes, ahead of them being shown in the Army performing roles where their potential is recognised, including soldiers assisting on humanitarian missions in war-torn villages and supporting on a Caribbean hurricane relief effort.

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