Boy Scouts of America

2010 National Recruitment Campaign

For some, Scouting equals rules, uniforms, and the perfect slipknot, which feels old school and not cool. GLG tells the real story of Scouting with “Scouts Meet Here,” a recruitment campaign that speaks directly to teens and preteens.

Short of moving back in with the parents and turning moody, GLG immersed itself in the lives of today’s youth and discovered that Scouting offers a third place between home and school where kids can do things they can’t do anywhere else. “Scouts Meet Here,” which speaks to a state of mind as well as actual locations, shows Scouts as the up-to-the-split-second modern teens and preteens that they truly are. Scouts are caught “in the moment” of nontraditional (snowboarding, scuba diving) and traditional (camping, swimming) activities. Vivid colors, dynamic elements, and punchy headlines keep the young audience front and center. Uniforms are nonexistent. And throughout it all, “Scouts Meet Here” reinforces the reality that Scouts get to go to unexpected places and do unexpected things. Even in 2010.