Document reveals campaign aimed at ‘snowflakes’ was planned to coincide with emotional low

The British army has been accused of targeting its headline-grabbing “snowflake” recruitment campaign at young people when they were facing a post-holiday low.

A briefing document seen by the Guardian shows that strategists behind the “Your army needs you” campaign factored in that it would be seen by young people at a time when they were experiencing the “January blues”.

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