The British Army’s controversial “snowflake” campaign seems to have worked

21 March 2019
Reading Time
2 minute read

Via Karmarama/Ministry of Defence

Earlier this year, the British Army made a concerted effort to reach out to sensitive kindly souls like us here at It’s Nice That. Sort of. You’ll remember, of course, the series of posters that were plastered up and down the country in an attempt to bump up sign-up rates to the services. Yep, those posters which grabbed the attention of the nation’s youth by accusing of them being selfie-addict “snowflakes” who are more me-me-me than militarily-minded millennial foot soldiers of the near future.

Industry insiders The Drum has reported that the campaign seems to have worked, however, with the Army set to post their healthiest recruitment records since Capita picked up the contract back in 2012. They note that in January alone, “16,000 people applied to join the army,” while, “website visits for the month were 78% up with 1.5 million people taking a look online,” which is a “two-fold increase” on the figures for January of last year.

Despite being lambasted by breakfast television irritant Piers Morgan as “assault on modern masculinity”, the campaign, orchestrated by London-based agency Karmarama, seems to have struck a chord with conflict-hungry young men and women who must have found something appealing about being gently teased into joining the armed forces.

The website reports Karmarama’s planning director Mark Waksman as noting that “on the day those posters went live we had the highest number of registrations that there had been in the past 12 months.”

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Josh Baines

Josh Baines joined It's Nice That from July 2018 to July 2019 as News Editor, covering new high-profile projects, awards announcements, and everything else in between.

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