The Guide to Major Trusts 2025-26. DSC (Directory of Social Change)

Action Man Adds Support to The Army Benevolent Fund

Howard Lake

Howard Lake | 9 December 2007 | Blogs

Out of Action Man - in aid of Army Benevolent Fund. Action Man with wounds and a cruch.
Out of Action Man – in aid of Army Benevolent Fund

Out of Action Man

Hasbro action icon, Action Man, is fronting a new fundraising initiative for the Army Benevolent Fund. The model hero currently adorns the charity’s home-page complete with crutches and sling and also appears in national newspaper advertisements. Prospective donors are asked to swing into action and either donate online or via a £3 text message. 

I suppose that’s what you call “wars-related-marketing”?

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Howard Lake

About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale. He is the founder of Fundraising Camp and co-founder of GoodJobs.

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