The ‘Snowflake generation’ recruitment adverts have seen the number of applications to join the Army almost double, the Ministry of Defence (MoD) has revealed.

The Army is hailing its latest recruitment campaign a “resounding success" after applications to join doubled in the first month.

In the first three weeks of January applications to join the army rose to 9,700, a five year high, almost double the figure for January 2018 and up from nearly 5,000 in December 2018.

The recruitment campaign - called ‘Your Army Needs You’ - caused controversy on launch as it featured Kitchener-style illustrations of soldiers with labels such as ‘snowflakes’, ‘phone zombies’, ‘binge gamers’ and ‘selfie addicts’.

The posters were featured on billboards and outdoor advertising around the UK.