British Army Snowflakes Poster
The British Territorial Army came under (figurative) fire recently for a new recruitment campaign aimed at “snowflakes.” The campaign poster reads, “Snowflakes: Your army needs you and your compassion.” The poster was immediately attacked by its target audience, who didn’t take kindly to being belittled and patronized while also being asked to sacrifice themselves for their country. The death knell for these posters came when the soldier whose face appeared on the poster announced his intention to quit the army because of the insulting message, meaning the “recruitment” campaign actually lost the army at least one important soldier.