Morale Awards

22nd November 2010

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The British Forces Foundation's first ever Morale Awards has recognised those who boost the morale of the magnificent men and women serving in our Armed Forces on the frontline.

Five awards were presented at the inaugural ceremony, hosted by television action man Gethin Jones, at The Brewery in Chiswell Street, London .

First category was Unsung Hero, sponsored by D J Wall, and on stage to present the award was BFF Trustee Katherine Jenkins. She explained: "Nominations have been received over a 12 month period but this nominee and winner of the award has been known to the judging panel for some time, and was reinforced when Jim Davidson and James Blunt headed to Afghanistan earlier this year.

"In their considerations, the judges honed in on this recipient for her unique personality and care for the welfare of injured servicemen, particularly at the point they were to undergo serious operations at Selly Oak Hospital. The judges felt the recipient clearly demonstrated great empathy and understanding with those in her care. The winner is Sgt Kes Bradley."

The award came as a huge surprise to Sgt Bradley, who'd been invited to the ceremony under false pretences, and there were more surprises when Best Frontline Morale Item, sponsored by STI Ltd, was presented by Gethin to the charity UK4U Thanks. He said: "In considering this award the judges evaluated a wide range of initiatives, but clearly saw the value the recipient gives by delivering a morale boosting project of real quality at perhaps the most difficult time of year. And the judges pay special recognition of the logistical achievement as well."

The award for Significant Contribution by a Member of the Public or Company was won by Shirts for Soldiers. The judges were particularly impressed by the self deprecating and humble way this small business acted and effectively produced a positive result in a unique manner but one, none-the-less, they clearly understood. Without wishing to overstate the impact, the judges acknowledged the significant psychological benefits this small initiative has had on those it seeks to benefit.

Jeremy Clarkson was the winner of Outstanding Contribution to Military Morale by a Public Figure, sponsored by Stringfellows. In his acceptance speech Clarkson said: "I'm very flattered, very honoured to be given this, but what I do is but nothing compared to what you lot do out in Afghanistan. Thank you very much."

The final award for Lifetime Achievement, sponsored by Mr Rod Bransgrove, went to The BFF's very own Founder Jim Davidson OBE for more than 30 years of service to the Armed Forces on the frontline. The award came as a complete surprise to Jim who was actually on the panel of judges - but this was something agreed separately and conspiratorially by the others. Those judges said no one could fail to recognise and admire his loyalty and dedication to the young men and women of this country’s Armed Forces.

It was an emotional moment for Jim who recounted some of the experiences he has enjoyed with British troops all over the world. He paid tribute to them and spoke of his total admiration for their dedication and professionalism.

During the course of the awards ceremony, Chief Executive of The BFF, Mark Cann, brought guests up to date with the work of the Charity, including recent visits with Jenson Button and Tommy Lee Jones to Headley Court Rehabilitation Centre; the Buy Our Heroes a Drink campaign; and the launch of The BFF App. He also looked ahead to the Christmas visit to troops in Afghanistan with Katherine Jenkins and James Blunt; a another Royal Demand Performance in 2011; plus more shows, overseas tours and the expansion of digital output.

The BFF would like to thank the main sponsors and supporters of the event, in particular, Mr David Wall, Mr Rod Bransgrove, STI Ltd and Mr Peter Stringfellow.

Watch the Morale Awards video

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