Scouting America, Montana Council faced an image problem. Many parents associated Scouting with outdated stereotypes and didn’t realize girls could participate. They needed to show what modern Scouting actually looks like.
We built a statewide awareness campaign featuring real Montana Scouts. Through authentic photos, videos, and community-focused storytelling, we highlighted leadership, service, adventure, and the values that make Scouting relevant today.
The campaign helped reshape perceptions of Scouting across Montana. By showcasing real youth experiences and featuring both boys and girls, it introduced new families to the program and strengthened community connections.
1.3M+
Montanans reached statewide.
16,890+
Visits driven to Scouting resources.
9.73%
Audience engagement rate.
(1) Identify Goals: North Star – (2) Digital
Foundation – (3) Custom Experience Build –
(3) Lead Gen Playbook – (4) Iterate – (5) Celebrate
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