The Duke of Edinburgh’s Award International Association has appointed Dragon Rouge, following a three-way pitch, to create a new brand identity for its International Award Programme. Dragon Rouge will work with the charity ahead of a new launch and communications campaign in 2012.

The Association aims for the new Award identity to signify a shift in reputation and recruitment; helping to encourage more young people and donors to come forward either by taking part or by supporting the charity.

Known in the UK as the ‘Duke of Edinburgh’s Award’ the charity seeks to equip young people for life. Founded in 1956 by HRH The Duke of Edinburgh the Award Programme is the leading youth achievement award and has reached 7 million young people across 132 countries, providing practical experiences and life skills to help create committed citizens of the world.