What is it?
The short film, called Expect More, is set in east London and tracks the journey of seven young people on their way to Gilwell Park National Activity Centre. As the film begins, you see the young people on a housing estate, with a suggestion they could be caught up in gang culture. As the film progresses, you realise that the children are scouts on a day out. It shows them taking part in various activities including cyling, rifle shooting and orienteering.
Watch the film:
At the heart of the film is the idea that youth organisations and charities have a positive impact on young people. The campaign is supported by a website that also features the film, opportunities to donate and a downloadable guide containing 101 activity ideas.
Why did they do it?
Last year, the Scout Association commissioned an independent report to measure the impact of scouting on young people in the UK. This found that scouting can help young people to make a real and long-lasting commitment to their communities and develop a wide range of valuable skills through adventurous activities.
How has it been promoted?
The Scout Association wanted viewers not to know who had produced the film, so did not use its own channels to launch it. Instead it was launched on the dedicated website andYouTube, where it had had 19,000 views at the time of publication. The campaign was also seeded through The Guardian, Mumsnet, Netmums, Gransnet, Google and Dadzclub, with a mixture of paid for and pro bono advertising.
Who else is behind it?
The film was produced by The Cell Productions, a company run by former Liberty X singer Tony Lundon.
Third Sector verdict:
This video is powerful because it challenges the viewer's preconceptions of the characters from the outset. Although slightly too long at more than six minutes, it tells an interesting story and brilliantly showcases the activites the Scout Association organises. With its atmospheric soundtrack, the film makes the charity appear 'cool' - an image not necessarily always associated with scouting.