The Duke of Edinburgh Awards

Objective

To encourage increased participation from ethnic groups to counter under-representation which had occurred due to parental and carers misplaced views regarding the organisation.

Approach

Focus on the tangible benefits the Award brings to people's lives and back this up with testimonial support from participants, parents and employers.

Results

The materials were launched at their 50th anniversary meeting to much acclaim and are now established as effective recruitment tools.

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