Following research with young people, adult leaders and supporters, ASHA was briefed to breathe life back into the programme. Peter Westgarth, Chief Executive of DofE, said: “By updating our brand we hope to gain more immediate recognition and to appeal to even more young people, as well as increasing the number of adult volunteers who help young people to achieve their full potential.”
The brand strategy we created focused around creating a consumer brand from an ostensibly corporate brand. By capitalising on the fact that the scheme had become universally abbreviated to D of E, we helped to position the organisation as a charity in its own right instead of being a personal initiative belonging solely to The Duke of Edinburgh.
Taking inspiration from our generative idea – ‘Live Life as an Adventure’, our Critical Thinking resulted in our introduction and branding of products, such as the Victorinox Swiss Army knife and for partnerships with other consumer brands such as Cotswold Outdoor and Lifeventure. These partnerships have not only raised public awareness but also provide a regular income for the charity.
The DofE has gone from strength to strength since the re-brand with figures for awards and new starters increasing year on year.
“The Duke of Edinburgh’s Award announced record-breaking figures for 2013/14 as Awards topped the 100,000 mark for the first time with 108,288 young people achieving their Bronze, Silver or Gold Awards, whilst new starters peaked at 240,796, both up by 10% on the previous year.
To support this growth, more organisations, including local authorities, schools and charities, secured a licence to run the DofE, increasing a phenomenal 33% to 902 in total, whilst the number of local centres such as youth clubs, schools and young offender institutions grew by 8.5% to 12,735.
As the DofE approaches its 60th anniversary, the growth is testament to its relevance to young people today. The employability benefits of the programme have never been so valuable as more young people compete to secure a job; being able to demonstrate skills beyond academic results that are sought-after in the workplace, such as communication, team-working, commitment and drive. All attributes that help DofE Award holders stand out from the crowd.
The DofE is on course to realise its ambition of 300,000 young people starting their DofE each year by 2016. Continued expansion of Licensed Organisations and centres, and the recruitment of volunteers to sustain this, will positively shape the futures of more young people, support local communities and contribute to a better society at large.”
Taken from DofE website