Army Cadet Force - In the naughty noughties, who’s going to look after the kids?

This paper discusses the 2004-06 recruitment campaign for the Army Cadet Force (ACF). The objective was to motivate suitable people to become adult instructors, and the communications strategy used national TV supported by radio, a website, a DVD and a brochure.
Agency: Golley Slater & PartnersAuthors: Mark Gorman, Esther Garland, Mike Leeson and Victoria Hale

Army Cadet Force – In the naughty noughties, who's going to look after the kids?

BACKGROUND

The Army Cadet Force (ACF) is one of the UK's oldest, largest and most successful youth organisations with, in 2004, a membership of 44,000 cadets, male and female, and 8,000 volunteer adult instructors based in 1,700 local detachments across the UK.

The ACF's mission is:

To help young people between the ages of 12 and 18 develop, both personally and physically, by providing a large range of...

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