British armed forces turning generational insults into recruiting tools

The first time Lord Kitchener’s mug was used for British Army recruitment, it was 1914 and the world was fighting the Great War.

Kitchener, serving at the time as British war minister, stared out from the cover of London Opinion magazine with a pointed finger and simple message: “Your Country Needs You.” The magazine cover was turned into a poster, with slightly different wording under the senior military commander’s stern face. Then, countries across the globe mimicked the format, with the United States replacing Kitchener with the fictional Uncle Sam.

Now, the British Army is reviving the historic slogan – with new faces and messaging targeting millennials and Gen Z.

Dear “snowflakes,” the army needs you “and your compassion.” All the “selfie addicts” out there? The military values you “and your confidence,” too. And it’s asking “phone zombies” to bring their “focus” to war zones.

“Big gamers” are wanted for their “drive” and “Me Me Me Millennials” for their “self-belief.”

The posters are accompanied by promotional videos that show young people in mundane jobs or acting out the stereotypes that older generations hold about those in their late teens and 20s. The videos then cut to scenes of those same young people using their focus or compassion to benefit the Army. On social media, the purpose behind this recruitment strategy was put simply: “The Army spots potential. Even if others don’t.”

“The Army sees people differently and we are proud to look beyond the stereotypes and spot the potential in young people, from compassion to self-belief,” Maj. Gen. Paul Nan- son said in a statement. “We understand the drive they have to succeed and recognise their need for a bigger sense of purpose in a job where they can do something meaningful.”

In a news release announcing the new recruiting campaign, which launched on Thursday, the British Army said the “Your Army Needs You” message is the third installment of the “This is Belonging” series – an effort to paint to the Army as inclusive and welcoming.