Facing declining membership and negative press, the Boy Scouts needed to reintroduce themselves to kids and parents. We updated their brand and launched a campaign focused on the fun of scouting and the meaningful experiences it provides.

My role: Copywriting, Scriptwriting, Campaign Strategy, Brand Strategy, Brand Guidelines Copy

What I did:

• Co-wrote the updated brand guidelines.

• Developed a brand manifesto to give meaning to the tagline “Prepared. For Life.”

• Crafted print, radio, and campaign copy that highlighted adventure and rewards.

• Shifted messaging from damage control to experience-driven.

How it went:

• Gave the Scouts a stronger, more inspiring brand foundation.

• Successfully reframed the narrative from controversy to connection.