Words to Live By is the foundation brand campaign for the Boy Scouts of America and is the primary identity for fund-raising, recruitment of volunteers and other adults, and similar high-level messaging needs.
Scouts Meet Here is the 2010 national recruitment campaign and is used to speak to prospective and existing Cub Scouts, Boy Scouts, and Venturers in a fun, friendly, and totally age-appropriate manner.
Beginning with Scouts Meet Here, the 2010 Campaign Identity Guidelines will introduce the details of both.
Scouts Meet Here is our 2010 recruitment campaign, and it speaks directly to the boys, young men, and young women who are of age to become Cub Scouts, Boy Scouts, and Venturers. Through design, imagery, words, and overall style and tone, Scouts Meet Here reflects their world, their language, and their lives.
Scouts Meet Here is the call to action that speaks to physical locations as well as a state of mind. It reflects the idea that Scouts get to do things that others don’t in places both familiar and new. Scouts Meet Here is “ownable” by each Scout, and by avoiding the use of modifiers such as “Cub” and “Boy,” Scouts Meet Here directly connects the younger guys with the older ones they look up to while treating the older boys as the young men they want to become. All are Scouts. (Without the modifiers, Scouts Meet Here easily includes Venturers as well.)
Scouts Meet Here shows the cool side of Scouting without trying too hard. Images of “nontraditional” Scouting activities such as snowboarding and scuba diving are used alongside those of swimming and camping to convey the reality that Scouting is much more than many prospective Scouts might think. Scouts are caught “in the moment” of pure enjoyment and unadulterated fun.
Scouts Meet Here was developed specifically to attract prospective Cub Scouts, attract and retain Boy Scouts, and capture the interest of those looking for even more high adventure (Venturers)—all while supporting and strengthening the larger Words to Live By campaign.
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2014年12月13日 19:00, 星期六
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1999年12月30日 19:00, 星期四
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