UK army calls for female phone zombies

The British army's recruitment drive targets young people by addressing them as "snowflakes, selfie addicts, phone zombies, and me, me, millennials".

Lydia Morrish
Lydia Morrish NewsMavens, United Kingdom
UK army calls for female phone zombies - NewsMavens
Phone. Pexels

Why this story matters:

When the destruction of war is not on home turf, it can be more difficult for militaries across the globe to recruit new fighters.

The British army has been responding to its failure to reach recruitment targets with creative advertising aimed at young people.

Its latest marketing round includes ads addressing "me me me millennial" women and "phone zombies" in an attempt to get more 16 to 25-year-olds on its books.

Details from the story:

  • The army has failed to meet recruitment targets since 2012, when a recruitment contract was awarded to business outsourcing company Capita.
  • The Commons Defence Committee heard in 2018 that the army had 77,000 fully trained troops. The target is 82,500.
  • In response, the army has embarked on a range of creative marketing endeavours attempting to recruit young Britons, with the latest taking on millennials, the generation born approximately between 1995 and 2015.
  • Posters address "snowflakes, selfie addicts, phone zombies, and me, me, millennials" in the campaign of posters and TV adverts.
  • "Phone zombies, your army needs you and your focus," one poster featuring a female soldier reads. 
  • "Me, me, me, millennials, your army needs you and your self-belief," reads another.
  • The campaign has been described as a "powerful call to action" by British defence secretary Gavin Williamson. However, critics say the campaign uses slurs used against young people.
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