Raleigh seeks to shed elitist tag

Raleigh International is bidding to shake off its elitist image and make gap-year recruits’ experience more relevant to the world of work.

The 21-year-old adventure charity sends paying young people – often in their gap year before university – to work on projects in the developing world.

But the formula is also used by a number of other charitable and non-charitable competitors, and Raleigh International is keen to expand its appeal.

Recruitment co-ordinator Madoc Threipland said the charity was in talks with organisations such as consultancy Accenture to run
partnership schemes with Raleigh that could be used as incentives for recruits.

The campaign comes in the wake of chief executive Steve McCall's decision last week to refocus the group's marketing, after research found it to be perceived as geared towards the 'pre-university elite'.
Raleigh is keen to promote itself as the only group of its kind to cater for all demographics, 'from Prince William to young people from at-risk backgrounds'.

It will concentrate on highlighting career benefits that can be gained by working on projects in a developing country, rather than simply extolling the beauty of its destinations.

'We will use testimonials from big recruiters explaining the life-experience benefits of a Raleigh adventure,' said Threipland.

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