British Army Targets “Snowflakes”, “Phone Zombies”, and “Binge Gamers” in New Recruitment Campaign
If you binge game a lot, the British Army wants you to join.
In a bid to get more recruits for the British Army, Army Jobs has launched a new campaign which targets “binge gamers”, “snowflakes”, “selfie addicts” and more. This campaign reminds me of the US army last year when they created their own esports team to encourage people to sign-up.
The campaign which is being run by Karmarama has pushed billboards and adverts focusing on stereotypes usually given to 16 to 25-year-olds. The posters are designed to imitate the World War I Lord Kitchener poster and call out stereotyped people such as “Snowflakes”, “Class Clowns”, and even “Binge Gamers”. You can find an example of the posters in a gallery below that were gathered via Little Black Book. The campaign targets 16 to 25-year-olds who are also known as “Generation Z”. This generation was born roughly between 1995-2015.
The campaign also launched with three new videos looking at three of these stereotypes. The videos seem to be trying to indicate that “Me, me, me, millennials” have the confidence, “Snowflakes” have the compassion, and the “Binge gamers” have the stamina and dedication that the Army look for.
- Your Army Needs You, and Your Spirit
- Your Army Needs You, and Your Resilience
- Your Army Needs You, and Your Stamina
You can watch the Stamina video below which features a male gamer awake at night playing games on a PS4. The video cuts between shots of the gamer at home and also on location at wherever it is he’s deployed. The description of the video reads. “The Army spots potential. Even if others don’t. Your Army needs you.”
The Guardian quotes British Army Maj Gen Paul Nanson, the snippet from their website says,
“The army designed the campaign to show that it looks beyond stereotypes and “sees people differently”, and recognises their “need for a bigger sense of purpose”.
Also in The Guardian, the defense secretary Gavin Williamson said the campaign is,
“A powerful call to action that appeals to those seeking to make a difference as part of an innovative and inclusive team”
You can find the British Army posters below and the trailer that has a focus on gaming is down there too. The other two videos are available above.