Scouts Canada:
Where Would the World Be?

The Background

We approached this project with mixed emotions. On the one hand, you’ve got one of Canada’s oldest and well known not-for-profit-brands. On the other, you’ve got an organization that’s been struggling to stay relevant (understatement), mired in PR issues and a declining membership base. What to do? We were tasked with reversing the decline in membership by attracting parents of young children (6-8 year olds) to enroll. We asked ourselves “where would the world be without Scouts?” The rest is history.

The Result

A print, dm and TSA campaign was introduced and for the first time in 10 years, Scouts Canada managed to reverse the trend in enrollments.