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ABF rebrands as the soldiers' national charity

The ABF is changing its brand description from the Army’s National Charity to the soldiers' charity from 1 April 2008.

The change of descriptor has been introduced to reflect the fact that the charity specifically exists to support all soldiers, both regular and territorial, veterans and their families, in times of need, rather than Army personnel of all ranks.

"We believe that the change of descriptor to the soldiers' charity makes the purpose of the charity much clearer, it is more relevant and reinforces our commitment to serving and former soldiers."

Sian Mexsom, ABF Director of Central Fundraising and Marketing

In October 2007 the ABF launched the Current Operations Fund for those risking so much in Iraq and Afghanistan, many of whom will live with the physical and psychological consequences of the current conflicts for many years and will call upon the ABF for support in years to come. This fund now stands at £808,000, raised through an integrated marketing campaign using direct mail to existing supporters and national press and poster advertising targeted at new audiences.

For media enquiries please call Emma Keegan at the ABF on 0845 241 4826.