British army leans into Gen Z, millennial stereotypes in $600M recruiting campaign

The British army wants young people between the ages of 16 and 25 who consider themselves "binge gamers," "unfocused office pranksters" or "me me me millennials." The U.K. Ministry of Defense put out this call for military service as part of a new multiyear, $600 million advertising campaign, according to National Public Radio (NPR), which reported that the British army is understaffed and looking to fill a recruitment gap. Major Gen. Paul Nanson said in a statement that the British army wants to dismiss negative stereotypes about Gen Z and their predecessors, millennials, by using posters, video and radio ads to rebrand them as compassionate, focused and confident, instead of self-centered, phone-obsessed and hooked on selfies. The ads feature gender diverse and racially diverse people.