Some days ago I wrote about a new, progressive advertising campaign ran by the British Army, trying to drive recruitment by appealing to millennials and Gen Z. 

The posters called for the likes of binge gamers, class clowns, phone zombies, snowflakes and selfie addicts to join the army, as they looked to see the best in the people that are commonly looked down upon by society.

However one soldier who was used in the campaign is not at all happy with the end product, as he says his image was used unfairly and if he knew what the poster said, he wouldn’t have given his permission.

Stephen McWhirter, 28, initially agreed for his image to be used in a national advertising campaign, but says it wasn’t discussed what the context was. He wrote on Facebook condemning the posters, and said that he was now being constantly ridiculed by friends and colleagues alike.

McWhirter joined the army back in 2016 but said that he will be leaving the army at the earliest opportunity.

One friend responded to his post, saying:

Imagine the army taking a photo of you and writing “snow flake” in massive bold letters above your head. I’d be signed straight off.

McWhirter responded by saying:

Don’t f*****g worry, mate, I am.

The Guardsman will be able to leave in five months, however hearing this, the army has spoken out against McWhirter. Colonel Ben Wilde, assistant director of army recruiting, said:

The soldiers who took part in this campaign were all volunteers who understand that the army needs to reach out to all parts of society to find the best people for its ranks.

The volunteers gave their permission to appear on TV and in the posters and were fully informed about the striking language and how it would resonate with young people with a wide variety of valuable skills.

Images via British Army, Facebook