The image conjured by ABF The Soldiers' Charity is overwhelmingly masculine, but the focus of its corporate partnership with the jewellery manufacturer Pandora is of a very different character.
The Soldiers' Charity will receive £100,000 as part of a cause-related marketing deal in which the Denmark-based firm sells a flower-shaped charm known as the British Rose Charm. The campaign to maximise sales will involve three case studies of women, one a serving soldier, who have been supported by the charity. In addition, two "strong, positive, quintessentially British women", the actor Joanna Lumley and the TV presenter Lorraine Kelly, have been recruited to spearhead the campaign.
Rowena Finch, the charity's corporate partnership executive, says: "The way the campaign will work is that we have three female case studies as the face of the campaign and each has a different story to tell."
The partnership, which will last until June 2013, could be extended to new items in the same range. Pandora initially contacted the charity because it wanted to work with a service organisation in jubilee year, but Finch says the fundraising team at the charity will work hard to grow and develop the partnership.
"To have such a renowned corporate partner on board and that level of donation is a real coup," she says.
The Soldiers' Charity, which was known until February 2010 as the Army Benevolent Fund, has worked with corporate partners in the past, including the curry sauce maker Sharwoods. But the Pandora partnership, in terms of its size, is a breakthrough.