The Army Cadet Force has appointed its first ever PR agency to
support the launch of an integrated national marketing campaign.
After a four-way pitch, the Cadet Force has appointed PR agencies
Windsor-based BK Guthrie and Partners and its sister company Elizabeth
Hindmarch Public Relations. The total budget for the marketing campaign,
which will be launched at an event on 28 March, is pounds 400,000, of
which about 10 per cent has been allocated to PR.
The campaign will aim to recruit adult leaders and youngsters and to
raise understanding of what the force does and its contribution to the
The Cadets’ chief of public relations Lieutenant Colonel Martin Newman
said: ’Research commissioned by our marketing and development department
indicated high levels of awareness but little understanding,
particularly of our contribution to the community.’
Newman said that the Cadets play an important role in developing
interpersonal skills, leadership qualities and several key skills
highlighted in the national curriculum. In addition the Cadets undertake
community work, such as helping in old peoples’ homes and offering their
facilities and adventure weekend places to disadvantaged children.
The Cadet Force is for boys and girls aged 13-18 and currently has