Dragon Rouge rebrands military charity

Dragon Rouge has created a new name and branding for The Army Benevolent Fund, which is now called ABF The Soldiers’ Charity.

The consultancy was appointed to the work last August following a six-way pitch in July. It was tasked with repositioning the charity in order to better connect it with key audiences and raise the profile of its work.

Speaking at the time of Dragon Rouge’s appointment, Emma Harvey, director of fundraising and communications for the ABF, noted that the ongoing war in Afghanistan and recent combat in Iraq had raise the charity’s profile.

She said, ‘[This is] a time when soldier support and welfare are particularly high priorities on the public agenda… Obviously, current operations are highlighting the need for the charity.’

The charity says requests for assistance have grown by 30 per cent in the past year, and that it has set a target of doubling its income to £14m in the next five years.

Dragon Rouge says the name change came about as the words ‘benevolent’ and ‘fund’ were felt to be misrepresentative of the charity’s new ambitions, and research showed they did not resonate with soldiers, the public and corporate supporters.

The consultancy says the new identity, a three-tier stacked ribbon, symbolises the lifeline positioning and support provided by the charity.

The new identity launches today, and an integrated awareness campaign, featuring viral, online and outdoor media, will launch in the summer.

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