Here you will find information on our brand guidelines, spokespeople and a link to our press releases.
For any information on enquiries relating to our media work, press releases, statements and spokespeople, please contact please contact Katie Burns, media officer via email or telephone on 020 7901 8919.
Our normal office opening hours are Mon-Fri 9am – 5pm.
To see the latest news on the charity’s activities, announcements and more, please visit our News section.
To view our case studies and the people we’ve helped, please visit our Stories page. Use of images and case studies is restricted, and all requests to use such material should go to our Communications team. They can be contacted at firstname.lastname@example.org
The charity name
For all mentions of the charity in publications, fundraising drives, TV appearances and other media, please use the charity’s correct, full name, ABF The Soldiers’ Charity. Please refrain from using ABF on its own or referring to the charity as The Army Benevolent Fund.
Use of the charity logo
The Soldiers’ Charity has provided various hi-res formats of the charity’s logo for use in press and media material and fundraising literature.
Please note that the logo has an exclusion zone to ensure that its use optimises and strengthens the charity brand. Click here to view the logo exclusion zone.
For any questions on using our logo or other brand assets, please contact Katie Burns, media officer via email or telephone on 020 7901 8919.
Brigadier (Retd) Robin Bacon, ABF The Soldiers’ Charity Chief of Staff
Robin Bacon was commissioned into the Royal Corps of Transport in 1978, which became the Royal Logistics Corps in 1993. He left the Army as a Brigadier in 2010, and has been the Chief Operating Officer of ABF The Soldiers’ Charity since March 2010.
He has wide-ranging Director-level expertise in business management, corporate governance, programme management, strategic planning, MOD contracts, HR specialist and outsourcing. He is responsible for the Communications and Marketing team in the charity, including PR, marketing and beneficiary case studies. As the key media spokesman for the charity, Robin has increasing experience of prime time television and radio broadcast interviewing.
Robin holds an MBA, Certificate in Company Direction IoD, Fellow of the Chartered Management Institute, Programme Management – MSP Practitioner, Chartered Fellow of the Chartered Institute of Personnel Development and is an Employment Law Practitioner.
His specialties are; Organisational Development, Strategy, Programme Management, change management, performance management and HR troubleshooting. Since September 2009, Robin has been Chairman/Director of Elklan CIC, a Speech and Language Therapy training organisation for young people with special needs provision, which is a real enabler for the many young people who need support.
Robin has been a Trustee of the Hong Kong LEP Trust since January 2008, and is President of Hong Kong Ex-Servicemen Association (UK Branch). As a Trustee, he supports the welfare of ex Hong Kong Servicemen (mainly Army and RN) and their dependants.
In March 2014, Robin was formally appointed as Chairman of Trustees at Wycliffe College, Stonehouse, Gloucestershire, a co-educational independent school for 2 to 18 year olds in the Cotswolds, having been Vice-Chairman since 2010 and a Trustee since January 2007.