Army Cadet Force; COI - Ministry of Defence - Army - In the naughty noughties - IPA Effectiveness Awards Case Study 2007

Brief Description: With a budget of £2m Golley Slater created a campaign that changed the habits of a nation. Running from 2004-2005 it attracted 13,500 enquiries from potential Army Cadet Force instructors and 3,000 cadet enquiries; against a target of 10,000 instructors. The campaign was carried out in daunting circumstances: membership of Britain's youth organisations was in freefall, youth culture had become yob culture as discipline spiralled out of control, the country was at war in two countries and volunteering was dramatically in decline. The campaign tapped into the target audience's self-actualisation needs through the theme: 'Be the difference', and resulted in a highly motivated and fully recruited ACF instructor base ;---(TAGS)--- Full Title: In the naughty noughties, who is going to look after the kids? ; Number: 2007/29 ; Brand Name: COI - Ministry of Defence - Army ; Army Cadet Force ; Client: British Army ; IPA_ProductCoding: Government Departments (Public service recruitment - armed forces, police etc.) ; Agency: Golley Slater & Partners ; Author: Mark Gorman, Esther Garland, Mike Leeson, Victoria Hale ;