Posted on January 7, 2019
The Ministry of Defence (MOD) says troops featured in the Army’s 2019 recruitment campaign were “fully informed” about the language that would be used. It is in response to reports that a soldier plans to resign because he was unaware his image would be used alongside the word “snowflake”. ‘Snowflake’ is a term used to describe an over-sensitive or over-emotional person, which is often targeted at young people. The MOD told Forces News that volunteers to take part in the campaign were requested, with around 120 people volunteering and 25 being selected to take part. Every person selected gave their permission to be used in the TV campaign and the posters.
The MOD said participants were kept informed about the thinking behind the campaign and the theme, with their views also involved in the decision-making process. They added that the soldier knew in advance that the word ‘snowflake’ was going to be used with his image.