Recruitment drive | Army job applications soar despite 'insulting' Snowflake ad campaign

Last month, the UK Army voiced divided opinions over an ‘insulting’ recruitment drive which targeted new recruits from the ‘Snowflake Generation’.

However, after one month it seems that the recruitment campaign - inspired by the First World War campaign featuring war minister of the time, Lord Kitchener - has taken off and has seen the number of army job applications almost double in numbers.

The UK Army told The Daily Telegraph that the arguably controversial recruitment campaign has been a "resounding success".

Within the first few weeks of 2019, the number of applicants choosing to join the army rose to 9,700, which has been reported as a five-year high - according to The Daily Telegraph. This is almost double the figure for January 2018, which is up from nearly 5,000 in December.