British Army Posters
The British Army is asking Generation Z (16-25-year-olds) to join its ranks in a recruitment drive targeting young people, shown on a series of TV/radio adverts and billboard campaigns.
Taking inspiration from historic posters in 1914 for the first world war, they have reappropriated the 'Your Army Needs You' and 'Your Country Needs You' slogan. This particular campaign made reference to and a pastiche of the famous Lord Kitchener.
They suggest that the social character flaws found in youth today are seen as a strength to the army:
- The "compassion" of snowflakes
- The "self-belief" of millennials
- The "confidence" of selfie takers
- The "focus" of phone zombies
What is a meme?
Memes have become increasingly popular, where a catchphrase concept, or piece of media is spread - often as mimicry or for humour, shared from person to person on the internet.
They usually involve an image, GIF or video. A word or phrase (with bad grammar or spelling - sometime son purpose) is included.