What is it?
The Scout Association has used drawings by a six-year-old Beaver Scout to make a video called I am Noah, which encourages adults to volunteer as supervisors at local scout groups. The colourful pictures and words tell the viewer why Noah and his friend Joseph love going to Beavers and learning about "things like cooking and rockets", as well as explaining the need for adult supervisors.
Due to a steady growth in popularity over the past nine years, there are currently 38,000 children and young people on the waiting list to join local scouting groups – but the groups cannot increase their capacity without recruiting more adults to supervise meetings and other activities.
The charity says it has been making volunteering opportunities more flexible. It wants to show people there is a role for everyone and that scouting can fit around their busy lives. At the end of the video people are encouraged to visit this page on the charity’s website, which debunks some common myths about being a volunteer and provides information on how to get involved.
What did it cost?
Because the video was animated and voiced by Noah and produced in-house, there was no marketing spend for this campaign.
What the charity says
"Scouting is about celebrating the talents and skills of young people and helping them reach their potential," explains Chris James, creative and brand adviser at the Scout Association. "This new campaign puts them at the heart of our drive to recruit more adult volunteers too."
What has the impact been so far?
The Scout Association says the video has been well received at a local level, with mentions in the local press and volunteers sharing it and using it as a recruitment tool. The video has been viewed more than 4,000 times on YouTube since it was published on 28 February, as well as reaching more than 12,000 people on Facebook and getting more than 400 'likes' and comments.
Third Sector verdict
The video manages to evoke a sense of childlike fun while explaining the need for adult volunteers. It shows that scouts do a range of activities beyond the traditional camping and knot-tying, which could encourage people from many different backgrouds to consider becoming involved. This is reinforced when you click through to the website, with statements such as "you don't have to be an adventurer like Bear Grylls to get involved with scouting".