What was the campaign?
Throughout 2016, the Scout Association celebrated the centenary of cub scouts with local and national events for more than 150,000 children. Rather than simply using this as an internal celebration, the charity decided to launch a major communications campaign to change perceptions of scouting, grow the movement and gain significant media coverage.
How was it promoted?
A programme of consistently branded local and national events was used to generate media coverage, building up to the day of the anniversary on 16 December. The campaign was launched in January 2016 with a cubs sleepover at the insect house at London Zoo, and another event saw 5,000 cubs taking over Blackpool Pleasure Beach. The UK's biggest-ever camp for cubs – CubJam – was covered by nine ITV regional news programmes.
Celebrity supporters helped to amplify the campaign messages. The week of 12 December began with a Cubs100 event at Parliament to encourage MPs to support the campaign. The Duchess of Cambridge visited a cub pack in Norfolk on 14 December to take part in birthday celebrations, receiving worldwide TV, print and social media coverage.
What was the campaign’s impact?
The campaign resulted in 1,000 pieces of media coverage. There was a 32 per cent increase in numbers of adult volunteers, and 73 per cent of parents said that scouting provided young people with the skills to succeed in life, a key message of the campaign.
What did the judges say?
"This campaign aimed high and achieved big," said Rachael Gant, head of marketing and communications at the Media Trust. "It has the benefit of being able to draw on significant ambassadorial support, but it was also well thought-out and executed across multiple channels."
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