What they wanted: The problem that the Boy Scouts of America faced stemmed from their target audience: children. They needed a campaign that could speak to a consumer who essentially has zero authority and no buying power.
What we gave them: We needed to talk to two audiences: children and parents. To solve this we developed a two-pronged approach under a campaign we called “Be Prepared.” Parents want to see their child learn and grow; children want to run, hike, and shoot bow and arrows. Through TV, print materials and out-of-home, we let both audiences know that whether you’re supervising or being supervised, the Boy Scouts will prepare you.