Boy Scouts | Brand Campaign

Showing there's more to Scouting than badges

In the face of declining membership, and lots of bad press, the Boy Scouts needed to get the attention of kids and their parents. We delivered a campaign that put the spotlight on the fun Scouts have and brought the focus back to the experiences and rewards Scouting delivers.

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When the Boy Scouts introduced their new tagline, they didn't have a solid understanding of what it stood for. I wrote this manifesto to give it meaning and give them a foundation from which to build their brand. Since first introduced, the reading of this piece has become a familiar part of national meetings.