Our task was to pull the army cadet force out of the downward spiral of decreasing numbers of cadets and adult leaders.

We needed to immediately change from the staid image the organisation had, to engage directly with our target market of 12-18 year old boys and girls. It was all about establishing a brand and positioning that talked to them in their tone-of-voice with striking imagery and controversial headlines.

Success was demonstrated by an 11.5% growth in cadets and a 3.5% growth in adult leaders.

Army Cadet Force



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