Scouting: Today & Tomorrow

To showcase the very best the Boy Scouts had to offer in the St. Louis region, the Greater St. Louis Area Council identified an opportunity to reach an audience fixated on the very best the world had to offer – the Summer Olympics.

This creative spark began two years prior when the Greater St. Louis Area Council partnered with Washington University on a comprehensive two-year research study on the impact and attitudes of Scouting. In

critical areas like academics, athletics, and community involvement, former scouts outperformed at all levels. This one-of-a-kind study identified one of the most powerful messages that resonated with parents of potential scouts – SCOUTING IS A PATH TO SUCCESS.

The premise of the videos centered around three different children; each one was excelling in different environments and scenarios. These gripping visuals of success were made even more potent with video transitions that revealed each child reaching the pinnacle of success was also a Scout.
With all local eyes glued to the 2021 Summer Olympics, this commercial aired multiple times on local broadcast and with key digital placements via streaming audio, social media, and YouTube long after the Closing Ceremony.

The 30-second spot seeded our story of scouting success at the awareness level. Our targeted video ads engaged our primary audience on digital platforms, with 15-second videos featuring an individual scout accompanied by crucial data points from the study, illustrating the impact and importance of Scouts. This video campaign was a new approach to our recruitment efforts outside of the heavily digital course of the previous years. Still, the message remained loud and clear across every medium – SCOUTING IS A PATH TO SUCCESS.