Selfie fans and snowflakes targeted in Army recruitment push

New adverts claim military needs the ‘focus’ of phone zombies and ‘compassion’ of millennials

Snowflakes army recruitment
(Image credit: Ministry of Defence)

The British Army has launched a new advertising campaign aimed at so-called Generation Z youngsters in a bid to tackle a recruitment crisis.

Subscribe to The Week

Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.

SUBSCRIBE & SAVE
https://cdn.mos.cms.futurecdn.net/flexiimages/jacafc5zvs1692883516.jpg

Sign up for The Week's Free Newsletters

From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.

From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.

Sign up
Explore More