Skip to main content
British Army's millennial recruitment campaign branded ‘patronising’ and ‘desperate’

THE British army’s new recruitment campaign aimed at young people is being condemned by critics as “patronising” and “desperate.”

The military has unveiled controversial posters and videos targeting “snowflakes, selfie addicts, class clowns, phone zombies, and me, me, millennials” aged 16 to 25.

The campaign’s slogan, “Your Army Needs You,” is a play on Lord Kitchener’s “Your Country Needs You” recruitment adverts from the First World War.

The 95th Anniversary Appeal
Support the Morning Star
You have reached the free limit.
Subscribe to continue reading.
Similar stories
Prime Minister Sir Keir Starmer delivers a speech during a visit to Malloy Aeronautics in Berkshire following the publication of the long-delayed defence investment plan, June 30, 2026
Warfare / 2 July 2026
2 July 2026

Government's plan means ‘extra cash for war and overseas interventions, but less for schools and hospitals,’ Unison general secretary Andrea Egan warns

Women displaced from El-Fasher stand in line to receive food aid at the newly established El-Afadh camp in Al Dabbah, in Sudan's Northern State, November 16, 2025
International Women’s Day 2026 / 7 March 2026
7 March 2026

MAISSON HASSAN highlights how amid bombed-out cities and collapsing hospitals, women-led initiatives are keeping communities alive

RSF
Sudan / 8 February 2026
8 February 2026
Prime Minister Keir Starmer speaks to British and Albanian troops about their involvement with training Ukrainian troops under Operation Interflex, during a visit to Berzite Military Museum in Tirana, Albania, May 15, 2025
Features / 15 July 2025
15 July 2025

In part one of a two-part feature, CONOR BOLLINS asks whether we should be concerned about the Prime Minister’s military recruitment plans