Why in the age of the internet the British army needs the ‘snowflake generation’ more than ever
The best of Voices delivered to your inbox every week - from controversial columns to expert analysis Sign up for our free weekly Voices newsletter for expert opinion and columns Sign up to our free weekly Voices newsletter SIGN UP I would like to be emailed about offers, events and updates from The Independent. Read our privacy policy The British army’s latest recruitment campaign launched this week has been greeted with mixed opinion. The campaign uses posters in the style of the famous “Your Country Needs You” Lord Kitchener First World War image, to demonstrate that the army needs the compassion of “snowflakes”, confidence of “selfie addicts”, and self-belief of “me me me millennials”. This follows last year’s “This is belonging” campaign which was built around a message of inclusiveness; and highlights the changing shift in emphasis in recruitment into the modern British army. The nature of modern warfare, and military operations has changed, along with attitudes in British society, and the army’s latest recruitment campaign reflects this.
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