Cannes Lions

SCOUT MEMBERSHIP

LEO BURNETT/iLEO NORWAY, Oslo / YMCA / 2003

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Description

Children, who choose to become Scouts, usually have parents who have been Scouts themselves, or have had positive experiences with other outdoor activities. We therefore decided to invite the children and their parents to a real Scout camp on a certain day. Here they could participate in the camp life, or just watch.

The creative solution built on the relation the child and the family had to the church eight years ago, when the child was baptised. The invitation was designed as a typical baptism gift, but the 'silver spoon' was replaced with Scout’s cutlery on a layer of dried mountain moss.

Outcome

The number of children baptised in Holmen Church eight years ago was 175. We hoped to see 20 of them on the campsite. Twenty-eight children with their families turned up!We hoped to recruit 10 Scouts. That was the number needed to organise two scout patrols, and would be 100% more than last year's achievement. We recruited 17 new scouts. That is as much as 10% of the total number of eight year-old children in the area, and far above the normal recruiting rate. The invitation also resulted in a three page article in the local newspaper.

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