Does the army need 'binge-gaming' and 'selfie-taking' millennials?
Similar to Lord Kitchener's 1914 'Want You' poster, a series of advertisements have been released that identify the need for 'snowflakes', 'binge gamers' and 'selfie addicts' to sign up for roles in the British army.
The campaign has divided opinion as army veteran Colonel Bob Stewart says there are already 'snowflakes' in the army, but it's never stopped them from performing to the best of their abilities.
He believes that the campaign targets the right people as we see a growth in cyber warfare. "We want people that can game", that are not physical soldiers, but online soldiers who can protect the country from cyber attacks."
However, Tom Slater says the British army's latest campaign to appeal to 'snowflake' millennials could put off young people from enlisting as being viewed as a 'snowflake' is actually negative.