B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • Pinterest
  • B&T Women in Media
  • Thinkerbell
  • AFL
  • imaa
  • Anthony Albanese
  • Spotlight on Sponsors
  • Meta
  • AI
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: British Army Targets “Snowflake” Millennials In Latest Campaign (And Cue The Fury)
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > British Army Targets “Snowflake” Millennials In Latest Campaign (And Cue The Fury)
AdvertisingCampaigns

British Army Targets “Snowflake” Millennials In Latest Campaign (And Cue The Fury)

Staff Writers
Published on: 7th January 2019 at 12:13 PM
Staff Writers
Share
2 Min Read
SHARE

Desperate for new recruits, the British Army has taken a novel approach in its latest recruitment campaign, however, it’s already caught the ire of some.

The £1.5million ($A2.6 million) poster campaign pokes fun at “snowflakes”, “Millennials” and “selfie addicts”.

_105048973_14dc90fc-b3dc-4055-a6c3-c0d6da0ee038

Not that its gone down well with everyone. A soldier featured on the “snowflakes” poster has announced he will quit the armed forces after his image was used without his consent.

Twenty-eight year old Scots Guardsman Stephen McWhirter has revealed via a Facebook post that his image was used without his permission and he has since been bombarded by hate mail and been ridiculed by his army peers.

McWhirter, who joined the Army in 2016 and has guarded the Queen at Buckingham Palace, said he will resign at the “earliest opportunity”.

_105048981_army_poster_split_1

One soldier posted: “Imagine the army taking a photo of you and writing ‘snow flake’ in massive bold letters above your head. I’d be signed straight off.”

McWhirter responded with: “Don’t f@cking worry, mate, I am.”

Much like the Australian military, the British Army is desperate for new recruits, with 16-25 year olds decreasingly interested in a career in the armed forces.

The latest campaign, which will feature on billboards around the UK, aims to “look beyond the stereotypes” and highlight the potential in young people, including qualities such as confidence, focus and drive.

_105051343_4688791b-4526-451d-acf1-2345c1e7725c

The Army based the campaign on the historic Your Country Needs You first world war poster featuring Field Marshal Lord Kitchener.

Commenting on the latest campaign, the UK’s defence secretary, Gavin Williamson, described the campaign as “a powerful call to action that appeals to those seeking to make a difference as part of an innovative and inclusive team”.

Williamson said: “It shows that time spent in the army equips people with skills for life and provides comradeship, adventure and opportunity like no other job does. Now all jobs in the army are open to men and women. The best just got better.”

 

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Ad campaigns, British Army
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Telstra Launches One-Off Ad During State Of Origin Decider
11/07/2025
Clemenger BBDO Sydney office.
Agency Scorecard: Clemenger BBDO
11/07/2025
Matt Coote.
Matt Coote Takes New Senior Role At GumGum
11/07/2025
Spenser Skates.
Amplitude Acquires Kraftful To Embed AI-Native Voice Of Customer Capabilities
11/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?