Army Cadets Force

The Brief:

The Army Cadet Force was planning a major adult volunteer recruitment drive in the West Midlands to help safeguard a number of local Detachments at risk of closure. As part of the campaign, a programme of open day events was planned to take place at Army Cadet Detachments across the region.

Whistle PR was briefed to put in place a tactical media relations programme that would build awareness of the adult recruitment drive and provide a high profile launch platform to maximise coverage across regional media.

The Campaign:

Whistle organised a public-facing launch for the recruitment drive, held in Victoria Square, a prominent, high footfall location in Birmingham City Centre. The event provided an opportunity for members of the public to try out a range of adrenaline-fuelled activities on offer through the Army Cadets Force, including a climbing wall, camouflage and shooting, plus skills-based activities, such as drumming and first aid.

Visitors were able to register their interest at information booths, as well as find out about their nearest open day event. Existing volunteers and cadets were on hand to talk about the many benefits of being in the Cadets.

The outdoor event provided a number of fantastic photo and filming opportunities for the media and the interactive nature of the on-site activities gave journalists – as well as members of the public – the opportunity to get stuck in and have a go.

The Results:

The launch event resulted in 103 new adult volunteer enquiries – a 15% uplift on current numbers – and 247 new cadet enquiries. TV coverage was secured on ITV Central News and local TV station The Midland and 20+ pieces of on-message press coverage were generated reaching 5.8m people.

For more information about our latest and greatest work call 0121 517 5177 or email us.