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3rd January 2019
09:52am GMT
People took to Twitter to convey their outrage, commenting "how we have fallen" and an "awful campaign". Others tweeted things like:What is our army turning into. We are soliders that go to war to engage the enemy not sell them candy @BritishArmy #ARMY #Millennials #snowflakes pic.twitter.com/SiFk6nrHa6
— Kenneth Noel (@kbmnoel) January 3, 2019
The Army has said the intent behind the campaign is that:What are they smoking in the @BritishArmy recruitment office? Not only will they not get anyone through the door with this, they will drive everyone else out. pic.twitter.com/nWGi9KbCbD
— Chris C ??????? (@ChrisCollier79) January 3, 2019
"The Army spots potential. Even if others don't."
The new marketing is pitched towards the Generation Z youngsters, the nickname of the generation who were born approximately between 1995 and 2015, as 16 to 25-year-olds are a key recruitment range. The Daily Star quoted Maj Gen Nanson who said:Our 2019 Recruitment Campaign is here!
The Army spots potential. Even if others don’t. #YourArmyNeedsYouhttps://t.co/mG1p8IxSjH — Army Jobs (@armyjobs) January 3, 2019
"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."
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